No one company has to. Much of their features come out from requests of existing customers; they know that ~someone~ cares about it, because someone who is alr

No one company has to. Much of their features come out from requests of existing customers; they know that ~someone~ cares about it, because someone who is already giving them money has asked for it. As they add those, other people will also use it, as needed. They expand the feature set for anyone evaluating them, as well as help lock in existing customers.