For example, they think that they can scrape data about traffic from thousands or millions of connected cars. Yay! But Apple and Google can scrape location data from millions of devices, and you don't have to own a car to give them useful data, they can scrape traffic flow from people riding on buses or in other people's cars.
Obviously, there are privacy and permissions issues, but on the whole I would say that the only thing propping up companies developing in-car navigation is that they help car companies make money. There is close to zero actual customer benefit. And that sounds an awful lot to me like exactly the kind of market that technology has been successfully disrupting for decades: Old-line businesses built on business models that are customer-hostile, but survived because there was no effective way to compete in a closed industry.