The problem is they have enormous budgets for promotion and marketing, and they already own multiple direct channels. And the inertia effect is enormous - peopl

The problem is they have enormous budgets for promotion and marketing, and they already own multiple direct channels. And the inertia effect is enormous - people simply don't like to change their habits without a very good reason. So the decisive factor is for people to understand they already have a good reason. I don't think this understanding is something mainstream yet though.