Why is the NH90 so successful?

Honest question from a fan of European helicopters:

The NH90’s order book seems to be a smashing success, with about 530 firm orders plus many more commitments, yet it’s inferior on paper to all its competitors – S-92, EH101 and EC-725. Particularly in terms of payload/range ability and cabin size. Additionally, the NH90 doesn’t even seem to be much cheaper despite its smaller size, and it has been significantly delayed in reaching operational service.

So letting aside for a moment the NH90’s naval users (who do benefit from the NH90’s smaller size), why haven’t more countries who need a tactical transport helo gone for the S-92/EH101/EC-725? I’m thinking in particular of the Scandinavians, Spanish, Saudis and Omanis:

– If they’re price conscious, the EC-725 is a better choice
– If they want a SAR/CSAR helicopter, then the NH-90 is the worst possible option
– If they want a troop transport with rear ramp, the S-92 and EH101 are at least equally good in terms of value for money