It's not nothing, but it's very different from the CocaCola case. Coke is built on getting people used to the specific taste, especially when they're young, and

It's not nothing, but it's very different from the CocaCola case. Coke is built on getting people used to the specific taste, especially when they're young, and taste is an almost subconscious/System1 thing where people seek comfort in the familiar. ChatGPT is more of a System2 thing, people don't really care whether the answer they seek comes from ChatGPT or from AskJeeves, they just want answers of reasonably similar quality. There's still value in branding and name recognition, but the switching costs are much lower here.