I actually think it comes down to the size of the company and the users.
A smaller company would change as it'll be a good SME saving. A larger company would only change if there was a person pushing it or better coverage/functionality/etc. I think the download limits come into play.
I'd also add that @Psalty is right, the end users might not want to change what they are used to.
I actually think that NEA has brand recognition which has been built up over the years. People use the terminology "nearmaps that asset". Similar to when people say "google it". They don't say look it up using a search engine.
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