Apart from lock-in, first mover advantage is a big one too. Humans don’t like change, so they stick with services as long as switching provides no big benefits.

Apart from lock-in, first mover advantage is a big one too. Humans don’t like change, so they stick with services as long as switching provides no big benefits. My small company has stayed with our initial bank even though we were quite unhappy with it a couple of times. They didn’t rock the boat too hard, so we‘ve been with them for 8 years already - even though I was _this_ close to quitting sometimes.