When times are tough, accept less growth (or sometimes none) so that when times get good again or someone builds a competitor, all your customers don't leave you.

The real big brain move is to be your own competitor, so you extract value from customers either way. If they don't switch, you get to extract value via planned obsolescence and plain old extortion. If they do switch to avoid the extortion, you at least get to keep the price of their new NAS, and you weren't likely to get the extortion money anyway.

America has thousands of food brands but they're all owned by about 6 companies.