1. Almost all buyers are institutional funds or individuals with the means to trade as well-informed investors. To put it succinctly, they're in it as serious business, because it's incredibly expensive. They have no incentive to make the edge they just purchased for five - six figures public.
2. These vendors go to various lengths to protect the data, including steganographic "trap streets" to identify the account the data belongs to.
3. There are significant legal liabilities inherent to releasing the data without a redistribution license. You agree to these explicitly by buying the data.