The Disappearing Exit
Signing up takes a minute. Leaving requires finding a different page, answering several questions, and distinguishing the button that ends the service from the one that postpones the decision.
Each individual step may have an explanation. Together they reveal a view of the user's freedom.
An exit matters because it gives a continuing relationship its voluntary character. If beginning is effortless but ending is confusing, the service benefits from more than the value people find in it. It also benefits from the difficulty of disengaging.
There are legitimate reasons to pause before an irreversible action. A person may be about to lose stored work or remove access used by others. A clear explanation of consequences protects their choice. Repeated persuasion after the choice has been understood serves a different purpose.
The distinction is between helping someone decide and making a decision costly to carry out. A good interface should make that distinction visible in its language, sequence, and emphasis.
Leaving can also be an act of trust. A person who knows they can depart without difficulty may be more willing to enter a relationship in the first place. The exit is part of the product, even if it does not appear in a promotional demonstration.
We often judge a service by its welcome. We should occasionally judge it by its farewell. The point at which a person's interests diverge from the provider's is where a claim to respect the user becomes most concrete.