Churches used to see each other as competitors. It may still be like that in some communities, but during my tenure as a pastor I saw this change dramatically. Now many, maybe most, pastors see themselves as colaborers with each other to reach and serve their communities for Christ.
I don't know the executive leadership of all the church software companies by any means, but I've met and known some of them. Many of us look at our relationships with each other in the same way, as colaborers not competitors.