Phone’s today do tons of onboarding and there’s a lot of lockin too. There’s a whole set of tools to migrate your data and accounts to the new phone, find contacts, recommend apps to install. We don’t think about it because google and apple do such a good job. But ask Nokia, MSFT, Mozilla, Amazon, Samsung, and all the others that spent billions trying to make alternatives to iOS and Android…. that onboarding / experience / engagement is very important.  

 Yes all that is true.