Users don't currently trust software. Look at what we've done to them - can you blame them?

The consumer space is about extracting every ounce of personal data possible.

The b2b space is about "maximizing customer value" - that is, not maximizing the value of your product to the customer, but maximizing the value of the customer to your business. Lock them in and lock them down, make your product "sticky" so they can't leave without immense cost.