The cost of switching matters (and is talked about in the article as well). If there is a significant cost, then that means less competition, and it makes it ha

The cost of switching matters (and is talked about in the article as well). If there is a significant cost, then that means less competition, and it makes it hard to categorize them as the same market. Compare the friction of switching between a Samsung TV and a Sony one, vs the friction of switching between an iPhone and an Android. Most people wouldn't mind the former, but would mind the latter