Marketing; I bought the Bkool as a cheaper alternative to Tacx Bushido or Vortex to use with Zwift. Since my Bkool arrived, I've not used Zwift once, after a year of testing through their BETA.
A former club mate of mine, Eric Min, is the CEO of Zwift, and has nailed the marketing side of it in English speaking countries. By getting fan favourite professionals such as Jens Voigt, Tyler Phinney Laurens Ten Dam on board to promote at very large cycle show events and through the use of social media, they have raised their reputation quickly. They have over 600 people signed up tomorrow to ride with Team MTN-Quebeka and are the most popular VR software out there, despite offering far less than what Bkool does.
My friends take the piss out of me stating that Bkool are subsidising/sponsoring me as I'm waxing lyrical about them stating just how much more Bkool offers than Zwift. Their usual response is "Oh, I've not heard of Bkool". Need to make yourselves known at cycle events such as Rollapoluza, London Cycle show, and at event evenings at high-end bike shops such as Sigma Sport.