@techreport{ruto2026038theswit,
  author = {Ken Ruto},
  title = {The Switching Cost Is Why Nothing Sticks},
  year = {2026},
  institution = {Flux (FluxImpact)},
  type = {Flux Working Paper No. 39},
  howpublished = {\url{https://fluximpact.org/blog/038-the-switching-cost-is-why-nothing-sticks/}}
}