A better product or service does not always take the majority of the market share.
All things being equal, the option that is easier to work with or just more user friendly typically wins. This type of thinking can be applied to membership sites as well.
Superior membership content can be over-looked because it was not as engaging as what the competition offers.
Your membership site may have superior content, but do your members find it accessible, enjoyable, and easy to understand?
Keep reading if you are not sure.