They locked me into buying their filament by selling it $10 cheaper a spool compared even to cheap brands like Overture and by having the best refill option I've used. The RFID stuff is just the cherry on top.
I don't see how any of this really locks you in as the printer accepts any type of filament and it only takes 3-4 clicks to setup a 3rd party filament using default settings (like "generic PLA")
But then I got hungry so I ate it.