Amazon.com's second leadership principle:

Ownership Leaders are owners. They think long term and don’t sacrifice long-term value for short-term results. They act on behalf of the entire company, beyond just their own team. They never say “that’s not my job."

Unfortunately, we no longer live in a society where the employer-employee relationship is one of trust. The definition Amazon.com seems to be using is that owners do shit work and so should you, but maybe I'm misreading.

You could call the first two of these attrition or drop-out. Differentiate by whether or not they were free or paid.

For the third, it sounds like a case of (2) followed by a signup.

The term drop-out is what I was searching for, that will work nicely. Thank you!

The article refers to a growing body of research supporting Hayes, yes.

It's interesting that privacy enabled many previous, successful movements like civil rights.

this is a great point when arguing with the "nothing to hide" people