Migration Support as a Marketing Trend

I’ve seen two systems lately with explicit migration support, which could be the Next Big Thing in CMS marketing. We just did a project with Drupal Migrate, and it was quite well done. And I noticed that Contentful has a migration CLI package now. In the era of feature parity, is this a new way to grow your customer base – by promoting toolkits that make it easier to switch? Do you know of other system pushing this angle?