The evalutation metric for various vital projects has massively changed over the last couple years. These European products still need to be technically good, but they no longer need to be better than American products in order to find customers.
With the current level of geopolitical tensions, this is nowhere near enough to cause a massive exodous where all systems that were previously working fine are ripped apart and replaced with new systems, *but* one can be sure that whenever people are looking at new projects, or updates to old systems, the evalutation metrics have changed quite a bit, and this is creating strong momentum for European tech.
Retail movie releases used II since most movies could fit on one tape. Beta I was rare and later betamax decks just ignored it or something for compatibility.
VHS HQ and HiFi, which came much later when beta was basically dead, was probably better than beta II and close to beta I in quality
JVC also licensed the VHS format to many manufacturers, so there was a lot of competition on recorders, further driving the price of ownership down. I don't recall anyone ever selling Betamax other than Sony.
Edit: JVC actually released VHS as an open standard, not a license, per Wikipedia.