Why don’t they?

If you choose to lean further into the empathy aspect of marketing, the following question deserves your attention: Why don’t they choose us? They being the audience you’ve defined you seek to serve, and us being you, your product/service. 

You wish they did but for some reason, maybe even multiple ones, at least for now, they don’t. What could these be? Are you able to come up with five convincing ones, apart from “the price is too high?”