Correct!  Nearmap like all businesses based online have eyeballs...

Correct!  Nearmap like all businesses based online have eyeballs and it is extremely difficult for even a second-mover business to pull those eyeballs away (let alone a third).

In order to pull eyeballs away to something else another business has to offer a compelling reason to do so.  In the online world that means a "killer-feature".  Killer features are HARD to conceive and HARD to implement!  They need to the RIGHT thing at the RIGHT time.  Both are HARD.

Another example: SnapChat had a compelling feature.   Facebook crushed it, because it simply copied it because it had the eyeballs.

I like to think of NearMap like REA. REA is another example of a business that will never (many decades at least) be surpassed.

For those of you that work in IT will know how long it takes business users to even just update their bookmarks!!