A sticky product is one that switching away from creates a major hassle. Which means the user will pay more to avoid said hassle.

“I don’t really have a strong preference between the two” is another way of saying “the product isn’t sticky”, which is another way of saying “this provider has very little room to increase margins”

No, I don’t think so, and searching seems to confirm my view. Inconvenience of switching is just one aspect.

There’s little difference between Coke and Pepsi and the barrier to switching is nil, yet clearly the products have stickiness. People have slight preferences and become familiar with the brand and then engagement becomes habitual.

The effects on margins are irrelevant to this.