Its not that they sell drones, but that they specialise in...

Its not that they sell drones, but that they specialise in detecting, tracking and classifying small drones and their payloads. They seem to be very solidly the market leader in this, which is why companies like Thales, SAIS and Epirus are partnering with them. The jamming is really useful for disrupting swarms of small autonomous drones too (not just manually controlled). The more their stuff gets used, the larger their competitive moat gets, because they obtain more and more data that their competitors don't have (its a positive reinforcement loop). Not to mention it is just very hard to do the sort of embedded ML they're doing anyway.

Basically, the more everyone is worried about smaller drones, the better it is for Droneshield.