Call them a marketing company if you wish, however they clearly...

Call them a marketing company if you wish, however they clearly have technology that produces a product which companies want. A product that is only becoming more data rich with historical imagery and 3D potential with their new camera tech.

All delivered in a way that companies want - via an always-available web interface or integration APIs.
If additional data is required or different accuracy, companies can purchase ad hoc from on request vendors.

The ultimate compelling facts that drive companies to services such as Nearmap and Pointerra are ease of access, speed of access, and price - all for a set annual fee, giving access to a ridiculous amount of imagery and datasets that costs several multiples more if purchased from on request vendors.