What impetus would most people have to mentally even start considering replacing Google Maps?

Much like with making people switch to Firefox as a browser, the first step to a tech user is understanding that to most non-tech users, the concept of thinking about a browser choice makes no sense, as their goal is to open a web page, and the specifics between now and the web page being opened are irrelevant. It's equivalent to making non-DIY people care about the specifics of the brand of the hammer at home, it's not like they couldn't, but the very idea of doing that would usually leave them looking at you bewildered, as it feels arcane to invest brain time into a tool this simplistic and invisible.