I'll add that the gyms one is slightly subtle. It's not just about the contracts locking you in (those are becoming less common) but it's that in the eyes of ma

I'll add that the gyms one is slightly subtle. It's not just about the contracts locking you in (those are becoming less common) but it's that in the eyes of many gym-goers the membership buys them an opportunity to get fit. They perceive value in holding a membership. They are also afraid to let it go because they would have to face facts about their commitment.