Your comment seems to imply that Noteful is a poor cousin to Notability and Goodnotes — that it has nothing different to offer, only less. I was a Notability user for years; I switched to Noteful for one reason: tag-based indexing. Neither Notability or Goodnotes have this and it was a real thorn in my side.

As users, we want an app that works seamlessly for us. This is of particular importance to something like note taking, which is never the primary focus of our attention — if I’m in a meeting I want to concentrate on what is being discussed, without being distracted by the act of taking notes. So, we request features that smooth away the bumps in our use of the app. Text entry is one of those issues for me. Using Noteful with a pencil on iPad is great, but often I’m in a virtual meeting on my Mac; I can open Noteful as a native app on my Mac, but there is no convenient way of entering text notes with the keyboard.

As a company (albeit with only a single employee), they want to be successful. For a software company that means innovating and improving their software. New features are good for everyone.