I'm an Amazon Prime customer who has experienced no lockin, so I'm not sure what Marco is going on about. As someone not using Amazon prime, this is one of the

I'm an Amazon Prime customer who has experienced no lockin, so I'm not sure what Marco is going on about. As someone not using Amazon prime, this is one of the great thing about services and leasing stuff vs owning it. I know some of you swear to owning everything, but in this new brave world of platform lock-in, owning things becomes a prison in a much more literal way than the Buddhists ever imagined. Had I bought stuff from the Apple iStore, I would be stuck with DRMed media I wouldn't be able to consume on any other devices than those made by Apple. If I've first invested in this system, leaving it means my media will lose may stop being playable, turning worthless, and existing devices may not work correctly with other music download-services, etc. This vertical integration becomes a set of vertical pilars surrounding you on all sides. Leaving one thing means leaving it all behind. It has a very high cost. Very few people will do that unless they are presented with something truly incredible as a reward. And things like that comes along very rarely. If I on the contrary used Spotify to consume music I would have nothing to lose if I stopped subscribing to their service. Leaving for a better service is completely free of cost and would only present me benefits.