I don't think "force" is the right word here. More that it's an offer companies can make and customers can choose. Free software and free data are not always a

I don't think "force" is the right word here. More that it's an offer companies can make and customers can choose. Free software and free data are not always a concern of users, lock-in might not be the best choice long-term, but they are not being forced in any way afaik. (edit: initially I mean, after the lock-in there is force of course.)