@NEKALION
I've asked myself that exact same question and came to the following reasoning:
1) Many of them were created before Windows Defender was made a part of the Windows OS. Originally Windows Defender was stand alone software, not included with the OS. Further back than that, Windows Defender was not even a thing yet. This before-time was a much more open market, with many equally suitable options, at variable price range. Many people stuck with what they purchased, even once better free options were available for home use.
2) Profit. Not everyone knows Windows Defender comes with Windows. Third party security vendors pay electronic stores to pre-install their security system on PC's, set as the default security, and including a free trial ... so a year after someone buys a PC, they start getting popups demanding money to renew their security subscription. You get a lot of people who just pay for quick ease of mind and ignore other options.
3) Windows Defender is US made. Some people, specially those working for govt entities, prefer a security system manufactured in their own country. Imagine trying to protect sensitive data with a security system made by your rival. - Might not work out so well for you.
4) Back in one of my college security classes, they taught us that a wide variety of security systems on the market makes it harder for hackers to find a single security hole to bypass the security on all computers. What works against one security system, probably won't work against all of them. For this reason, you get people who go out of their way to use something other than what the majority of users are using, to avoid being a part of the larger more enticing target.
5) Corporations tend to prefer paid software over freeware, because paid software comes with a level of support and enterprise level subscriptions with features made for large businesses rather than individual users.
6) Varying levels of aggressiveness in the software's AI. Too aggressive, and it becomes hard for the user to complete legitimate tasks due to false positives. Not aggressive enough, and you start getting false negatives. There's normally a middle point, a singularity you want to hit between the two. That point fluctuates however, based on the type of user. For example, McAfee is extremely aggressive, which works well for work computers, which perform the same monotonous tasks day in and day out using paid software. However, that same level of aggressiveness would prevent a home user from taking advantage of freeware and entertainment based software without considerable custom configurations of the security.
7) Many people choose to purchase a copy of what they use at work / school, to also use at home, despite the product not being suitable for home users.