[pwinnski]

Each time you use the sign in with Google button, it becomes ever so harder to switch away from Google services.

Each time your friends add you to a Facebook Messenger group chat (instead of, say, an iMessage one) it becomes ever so harder to switch away from Facebook.

Each time you buy an Amazon Echo or Google Home or Chromecast or whatever else it becomes harder to switch away from Amazon/Google products.

At least iMessage is based primarily on phone number, so you can turn off iMessage and keep your contacts. Deleting your Facebook account or trying to change Gmail addresses means losing it all. Lock-in is only lock-in if you let it be. Personally, I worry more about Google than Apple, but your mileage may vary.