Bundles, where they exist, are a big stickiness factor. Especially during COVID, getting stuff delivered to my door before I'd have gotten around to the hassle of going to the store, was a big factor in making Prime more useful to me than it already was.

Apple is less pronounced but I'm very much in the Apple ecosystem so TV+ isn't really a big adder.

>Though admittedly cable's biggest trick (long term contracts) is maybe thankfully out of reach for most of the streamers.

Yeah. You make too much of an on/off ramp for just a streaming service and that's a hard pass for me.