The fastest way to send early adopters packing is to make your cool new toy a roach motel.
Though we’re not about data formats, OpenDNS is against lock-in, too. We are asking you to choose OpenDNS, for various benefits. We’re confident that you’ll be happy with our DNS service. If you don’t agree, you’ll make another choice…and there’s nothing we could or would do to stop you.
DNS is easy to change (see for yourself), it’s under your control, and you have a choice.
P.S. I’ve felt this way before, though Simon (and others, like John Hagel) are more convincing.