I’ve spent a lot of time in meetings where we were discussing brand loyalty – various schemes to try and lock users in to our service – to penalise them for leaving. At no point did we discuss any brand loyalty we would get by treating our customers better – for example, not spamming them every week. The companies I’m really connected to are those where I’ve had a good experience with, and I’m rewarded for loyalty – not those who treat me like rubbish and would penalise me if I left.