There is no loyalty in products. We might think that a creatively original feature or perhaps some revolutionary technology would be needed to attract such a large number of users to a medium or platform. “Extraordinary achievements require extraordinary effort” is the principle we default to. In the digital media ecosystem, there isn’t a structure that prevents the mass movement of users between different mediums. Computers and mobile phones can store hundreds of apps which can be downloaded within seconds over high-speed internet. There is virtually no barrier for users to use multiple apps or migrate to a new medium altogether.