'A surprising number of them said, “Yes.”': Study finds many customers would leave a business which stays loyal to US big tech services
THE SO WHAT
Digital sovereignty is turning into a revenue variable in Europe—if customers will pay a premium to avoid US tech, your vendor map is now a brand and trust signal, not just a cost/performance choice. If you sell into the EU, build and market a non‑US stack option or expect procurement friction and churn risk to rise.
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