What are the various ways that bootstrapped software companies build moats/competitive advantages?

I've thought of two:

The first is some form of vendor lock-in. Basically, making it difficult for the user to switch to a competitor because their data is locked down. But its a pretty evil thing to do.

Another is discounts for multi-product subscriptions. Users like discounts, and they hate losing them. If you offer a suite of services, and they find a better alternative for one, the loss of discount might be enough to keep them as a customer.

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