There will always be competition. For every company negatively impacting customer experience and their own ability to compete, there will be others happy to step in and take advantage of that.

Some of that is already there .. but the users generally have nowhere else to go and ineffective pushback. "Enterprise software" has been awful for decades, things like Lotus Notes and SAP. Everyone hates Windows; everyone continues to use Windows.

Users don't currently trust software. Look at what we've done to them - can you blame them?

The consumer space is about extracting every ounce of personal data possible.

The b2b space is about "maximizing customer value" - that is, not maximizing the value of your product to the customer, but maximizing the value of the customer to your business. Lock them in and lock them down, make your product "sticky" so they can't leave without immense cost.

See Windows 11