A company recently denied us a trial extension, even though they could tell we barely got to use their software by the time they got around to granting us trial

A company recently denied us a trial extension, even though they could tell we barely got to use their software by the time they got around to granting us trial licenses after a series of sales pitch meetings. We ended up signing with their competitor, who was patient and gave us a few free credits instead that we could work thru on our own pace. Both companies knew that we had been paying a different 3rd company quadruple either of their rates, so I was baffled that the first company would basically write us off so quickly when we were openly motivated to switch.