Because nobody wants to fight over the licensing of a product they're shackled to. If you could buy a RISC-V board with software support similar to a Raspberry Pi, ARM's goose would be cooked. Every enthusiast would ditch ARM in a heartbeat for a more open ISA, and ARM licensees would see it as an opportunity to finally wiggle free of ARM's insane license restrictions. All we need is the software support, which should be pretty forthcoming since most projects have already been optimized for RISC.
ARM could unseat x86 because both ISAs were encumbered with licenses at the time. Now, ARM is competing with much less restrictive architectures, and all it would take is a FOSS RISC instruction set to ruin their value prop.