Obsidian works on top of your existing or new notes and knows how to deal with them without chewing them up in an App -- even if they are encrypted. If you are playing on that theme, you are trying to be another Evernote “but better.”
Many other Note-Taking apps succeed by focusing on other areas of Note-Taking, such as better team collaboration, 10x better UX than the competitors, database-ish capabilities, etc.
One has to be far better than Obsidian (and their counterparts) or focus elsewhere to compete. Also, it is tough to beat FREE, but it is excellent that you want to pay.
This is more from a personal angle. For work, I still want to use something the team is happy using, but I will still look for something that I can export out and answer YES to my question, “Can I walk out when I need to?”