While Clowdstrike Falcon EDR is in some sense an AV on steroids and Crowdstrike not only does EDR. While they are obviously deployed on lots of systems, less than 1% of Windows systems means it still operates in an absolute niche. Most people didn't know CS even fewer know any of the competitors.

I think one massive difference between CS and AV is also, you don't expect a human to be in the loop because it would be too expensive. Nor would it be feasible for consumer software because of privacy.

Also even within this small niche, the solutions are very heterogeneous and make little sense for single boxes - in fact may even be designed to run on a network level.