Yes, customers are sticky, but every customer has their limit.

And of course, this is very much dependent on the switching costs. Which sucks, because tech companies are great at making this as high as possible; the EU is trying to do something about this with their data portability legislation.

Anecdote: I worked at a company providing infrastructure as service. We lost some bids the first time around, likely for a variety of reasons (price, features, ...). And, some customers came "back" to us after using our competitors' offerings and being burned by their reliability. Yes, switching costs were real, but the pain of losing their customers was even higher.