It's kind of amazing how well it works. I completely understand consumers being upset about anti-consumer behavior from businesses, but competitors using every tactic they can get away with to out-compete each other, especially enforcing established contracts, is expected behavior. Nobody wants monopolies, but the phenomenon of people swearing off a brand forever because they try to make use of their business advantages is fascinating. It might be a sign of a need for someone to intervene to level the playing field, but I'd never be personally offended by it.