I've only smoked one (Oficios from memory), and quite enjoyed it.
But I think the various reasons above cover it...particularly in regards to new BOTL / SOTL. Why would they pay for a relative unknown when for the same price they could get a box of a classic stick like the Monte 2? Drop the price a bit, and make different box profiles available (5, 10 packs) to promote people to dip their toes in and I think it would help.
I don't buy about the band though. Some Cubans have very bland bands, so the "competition" on that front is far less. It seems NCs are more band focussed, but it's a completely different market and sales pitch.