This is a critical distinction to make. I'm constantly approached by people who want to use our platform for their business. Our platform is pretty much self service (API's,docs, pricing) but they really want to have a call with me to discuss their business and learn more about us. Ok, no problem with that. Then they say "Oh and you'll need to sign our NDA before we can tell you more about our business" Ughh! You want to tell me about your business in depth. I don't want to take on the burden of multi year lock in on data especially when I talk to a lot of startups all the time.