You do it by providing the best choice for users over decades. Or if you're an actual lock-in firm like MS, you do it by embedding yourself in every government department and company and school, so people go from cradle to grave using your products.

Fun fact: TCG OPTAL isn't a $3tn company and they also don't respect or liberate users. So while both things can be true, both things are also irrelevant to the discussion.