Audyssey could have provided the competition, 10 years ago they were leading in the marketplace... when D&M bought the exclusive license... shutting out competitors, they also removed all incentive for Audyssey to innovate and invest in further R&D - so the Audyssey we have today is the same as the audyssey of 2008 and earlier.
There could still be some potential in the Audyssey brand, but someone (D&M?) would have to invest in an R&D team to do years of further work on it... the fact that they have opened the door to Dirac tells its own story.
Audyssey is "good enough" - it can be tweaked, and parameters (target curve, MRC) adjusted to better suit the target market(s) - it is a decent competitor to Dirac Live, and I'm pretty sure, that it costs D&M little or nothing to add it to an AVR.
With a little bit of minor development, user interface, tweaking options, it can absolutely keep a lid on Dirac Live... But it has nothing with which to compete with DL-BC or DL-ART - so Dirac can more or less set their prices.