It remembers me of the old times when mobile phones bloomed and telecom companies started charging customers extra fees to unlock them in order to use different operators... Years later they realised that keeping a customer is not "locking him" down but give better options/services than the other competitors... So, I guess it's a question of time until they realize it doesn't work this way..
A similar story happened on the low cost air companies: remember when RyanAir wanted to charge for using toilets
