Most companies know that people won't cancel because people are lazy. Making it hard will make them angry customers. I would like to see stats if the 'hidden'/aggressive stance ever works. When you cancel with us, we encrypt your data and give you the key (and wipe it on our side). We delete the encrypted data after 6 months. Not many people cancel (they drop to freemium and that's it usually), but stats show there are 0 accidents as no-one ever reactivated.

Disclaimer: I only do b2b ; I know nothing about b2c, so my remarks reflect the former.