Nothing else in the Analytics space gives the right integration between your SEO and PPC. So for example, if I wanted to create an Analytics -based custom PPC audience based on a number of factors such as device, pages visited, events triggered and location (layered) directly into my AdWords campaigns, I'm going to have to use GA. And if I want to use Optimize for my PPC campaigns, then I'm going to have to still use GA. It's all out of the box and it's all "free", compared with the multiple vendors solutions I'd need to make the same scenario work in order to drive sales from web visitors. That's the google lock in right there. Meh.