Maybe this is because of how payment is structured (up-front vs recurring fees), but I feel significantly more brand loyalty when I shell out a fixed fee than a subscription. A subscription feels like it can just be switched out with another provider of a similar service, whereas a fixed single fee has more buy-in and gits the sunk-cost fallacy.
Renting too - I've got like three different apps for renting e-bikes in my city right now. Since they all cost basically the same, the only real metric I have is how close a bike is to my current location, and where parking zones are. There's no loyalty there at all, the brands may as well be background noise. But my Brompton folding bike, that's a thing of beauty I'm not gonna give up any time soon.