Psychological reactance and Google Data Liberation Front

As I was reading an article in MIT Sloan Management Review on how the loyalty to a service weakens when the end-user feels that her freedom to choose is being restricted, I started thinking about how Google uses the Data Liberation Front to combat this behaviour. Even though most people wouldn't want to switch to a different platform after they start using Google Docs, Google giving them an option to take their data elsewhere, makes the Google Docs users more loyal to the platform. 

Google doesn't really want to hold your data hostage to make you stay with them.