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Do you worry about wallet lockin?
If the features offered are worth paying a fee to get, does it make it harder to jump to a different wallet? (Kinda like fiat banks are now?)
If I cannot use my seed into another wallet, it means I am not controlling those keys... so is worthless. User will look for extra features that could make his life easier, not to lock himself into a walled garden.
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Agreed that any wallet that doesn't let you see your seeds is a no go.
But most of the current subscription models are offering very different paid features than discounts at merchants.
Paid features seem more likely to be
  • multisig signing coordination
  • cosigners (shared keys)
  • encrypted backups
  • support
  • on boarding
I could see services like these creating lockin pressures.
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Yes all those could be pro features easily. Take for example the Bitcoin safe wallet. Can offer many of those as paid features https://bitcoin-safe.org Also a LN integration could be a pro feature. Support is very important and many new users will want it. Support 1on1 is very efficient especially when it comes from trusted and experienced team.
I personally give 1on1 support for many apps, paid consultancy sometimes, depending on the case.
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