Indeed as there isn’t much competition depending on the market you are in where usually one alliance dominates (cf European markets with their respective home carriers).

Eg. For pax living in Germany, it is too mafan to switch to OW or SkyTeam for most fliers, so you stick with LH Group.

Star has a somewhat different philosophy where you need to be loyal to one of the specific airlines to unlock some of the better perks plus there is unwillingness to share F class facilities like lounges etc unlike with OW (exceptions like with QR exist here also).