I'm referring to the 'capture customers and unreasonably hike the prices' business model, which intends to make profit of exactly the cases where a customer is NOT a rational agent, just like scams do. I'm not saying that's all there is to Canva, just making a general remark about these kinds of business models.

Because yes, in theory a customer can 'just' switch to another product. In reality though, there are various reasons why it isn't so easy. Customers get invested with their time, build skills, have projects, or just plain inertia. It takes some mental load to compare alternative products and make the switch. People are busy.

We don't think of bait-and-switch business models as scams, but once you see them as basically scams-light it becomes clear it is at least an open-question if their existence furthers the glory of the free market, or hinders it. We don't have a problem seeing scams or criminality as basically obstructing a free-market.

Eventually Canva will perish if they make the deal bad enough, unless they somehow achieve a monopoly or sales stranglehold (my term), but not before they squeeze a good few bucks out of frustrated users. If they are successful enough at it, it hollows out the market.