I used to wonder how companies like TomTom stay in business, given how big products like Google Maps have become. More recently I've seen some media that showed off one of those stand-alone GPS devices (I don't remember which brand, but likely TomTom or Garmin), and I was blown away at how far they've come in capabilities and user interface. (I'm sure it's not just that, looks like they've got a lot of other products…
Routing is a pretty deep problem. I don't know whether Google actually puts all that much effort into it. For example I prefer to use bbbike.de for cycling routes in my area because it usually provides better routes than Google, even though it's maintained by just one person.
* Unless you live somewhere where the "one free region unlock" doesn't work like I do, but I was happy to pay