It is sadly part of a dark pattern called "stickiness". You can dress it up as functionally useful or even important but ultimately it is about companies wanting to create enough of a dependency that you have to continue using them, which is anti-competitive. Gone are the days where you bought something from a shop with no stickiness other than good service brought you back. Now there are far too many Marketing Manag…
First company I quit in my professional engineering career was over this. Not precisely this, but same concept. My constructive cynical take is this: If a company is spending money on this kind of stickiness, they aren't spending it on features users want and need. Which opens the doors for competitors to do just that. Their artificial moat will provide them some protection, but against a long term onslaught of "lock in" vs "features people want", the latter will eventually win. That company I quit has taken a long time to die, but its demise is of no surprise, because they lost focus on the thing that made them successful to begin with.