Well, one can discuss which basic type of process was better, the Agfacolor or the Ektachrome as the two proceses typically were designated (PE always was in favour of the latter), as they were based on different emulsion techniques. In addition, having proprietary processes was a marketing factor, it could guarantee a manufacturer to see his films back in his own labs and thus make profit there too. But over time the idea of generic processes prevailed, and consumers in more fast living times likely found it attractive to be able to give their films to any lab. Agfa nevertheless were one of the very last worldwide to jump on the Kodak train.