How to Build a Sustainable Soft Ware Business Without Holding Data Hostage?

A lot of company's business model right now is basically, pay us, otherwise you're going to get locked out of your data. So it's using this idea of holding data hostage almost as the reason why you should pay for a product. It's not clear that that business model will still work so clearly. But of course, soft ware developers still have to be paid for their time somehow. How do we find a way of building sustainable soft ware business is for collaboration soft ware, but without holding data hostage? That's a really deep and interesting question.