Brand loyalty might matter when the cost of a good is relatively low and the availability high. I can basically choose between coke or Pepsi anywhere, and they cost about the same, so why not go with my favorite?
For airlines availability with a preferred carrier is not guaranteed, and prices can vary wildly. Do I have so much brand loyalty that I will pay perhaps 2x the cost? Like most people, I wouldn't.
In terms of availability and cost, LLM providers are much closer to Coke than to an airline.
An article last year said that LLMs quickly become like brands of bottled water
Yes you will pay 2x the cost for your preferred airline when it’s not your money and you are getting reimbursed by your company.