Smalltalk companies did this to themselves, but with a smaller userbase and bigger fees. (Which is worse in both dimensions!) With $5000 seats, the friction was hella high. Then Java came along with tools that weren't 100th as cool, but which were frictionless and free.
It's kinda the playbook for being a superior technology with an earned reputation for coolness, then losing anyhow because your userbase doesn't grow as fast.