Actually all 3 of those are true.

I don't know exactly what this company's product is, but if they offer an API for creating maps on a website it would be a rival product.

Next, the barrier to entry for online mapping is huge. The raw data to generate and create maps is not easy to collect. Especially for satellite images and topo data. And then there's the infrastructure required to actually process and serve the data.

Switching mapping APIs is not always trivial. Along with the different interfaces, most of them have slightly different features. Once a site is using a specific mapping API it's anywhere from a hassle to a major PITA to switch to something else.