Those competitors will be known for crap quality and eventually their product beasts will be unmaintainable and hard to extend. So, while you keep steadily improving and extending they will eventually fold under their own unsustainable mess. I've seen it many times and been on the other side of it often enough.
Considering automated testing as "technical debt" is why there is so much crap out there.
Considering automated testing as "technical debt" is why there is so much crap out there.