But how human is this? so we further lock customers into our ecosystem
My personal favorite is: what about email? It shows solutions to big problems slip through the cracks even in top product companies.
This is a standard strategy topic at almost every company.
(Apple's stores exemplify this lesson with their emphasis on customer happiness with the overall experience over actual hard selling. Which is why those stores make so much money. My wife talks of going into one as "worshipping at the Church of Jobs" -- they're designed to generate an emotional impact, wit the goal that sales will follow. Now compare with a purely sales-focussed retail operation, like, oh, WalMart ...)