Everything your users engage with is a transaction. And without a doubt, you and your users looking to benefit from the transactions. Sometimes the benefit is not obvious, but the expectation is. 

When both parties are happy with the benefit they receive from the transaction, it can be deemed fair. By that note, both parties should be free to terminate an unfair transaction. However, it seldom works that way. There is an inherent status quo in every transaction creating enforcers, who set the tone in the transaction. 

Within product companies, you see this a lot. While the company may reap huge benefits from a successful transaction in the form of revenue or growth, the users hold the cards. The fact that they can stop using the product anytime and terminate the transaction makes them the enforcers of a transaction. Normal companies are reactive and tend to respond to customers feedback by addressing bugs, providing features, etc. This does not change the status quo of customers being enforcers. 

What changes the status quo in the above transaction is when you have hundred customers instead of one and ninety nine of them are happy with your product. Then, as a company you can terminate the transaction with your one unhappy customer because your expectations are not aligned. But when you have a single customer, you cannot do that.

What are you doing to balance the status quo of the transactions you are creating? Because if you are not thinking about it that way, you are not winning long term.