Consumers have low friction on the way in and on the way out. Especially when media hype gets involved.

Business have higher friction - legal, integrations, access control, internal knowledge leaks (a document can be restricted access but result may leak into a more open query). Not to mention the typical general inertia. This friction works both ways.

Think capacitive vs induction electric circuits.

I don't see how friction is the primary driver here. ChatGPT is available through the most enterprise sales channel available -- Azure. The Microsoft enterprise sales engine is probably the best in the world.

Similarly, if costs double (or worse, increase to a point to be close to typical SaaS margins) and LLMs lose their shine I dont think there will be friction on the way out. People (especially executives) will offer up ChatGPT as a sacrifice.

Consumers do have very very high friction with chatbots. As clearly demonstrated by the gpt5 update and the loss of gpt4.