A bit of both I can imagine.

I'm in no way anti Apple or Avid, btw... but it's not the first time they have implemented a LONG overdue function and then marketed that as a revolution and making it sound like they invented it. It's like in PT10 when they introduced clip gain, something I've had for many many years. I hope I'm misunderstanding this, but... seriously, there hasn't been offline export before? Even in Pro Tools? That is shocking to say the least.
Another reason not to upgrade is the decision to make a totally new format for plug-ins, which I assume in Jem's case means thousands of plug-ins worth thousands of pounds are useless. Although you can probably upgrade for a "small" fee, that can't be anything you want to spend on something you already own, plus it's a huge pain for the manufacturers, having to spend lots of time and money to port a ton of software to a new closed standard.
So you have than on top of the classic Apple "buy our latest or nothing will work" system, and it's not always happy times in the studio. When you use lots of plug-ins that aren't supported anymore, that's a good reason not to upgrade to a system that renders it all obsolete.
Oh, and installing a totally fresh system, one plug-in at a time.. there's at least one full work day out the window.