I think it comes down to a matter of timing and effort needed to upgrade. Some customers on r9.* releases have plans to upgrade to the r10* releases, so it doesn't make sense to install 9.4.4 unless it contains a fix that's needed now rather then waiting for the r10 upgrade.
Other customers already at a r9.4* release may feel installing 9.4.4 is a smaller jump them going to a r10*, requiring less testing and less downtime and it gives them fixes they need now.
Those are the types of scenarios and decision making I've experienced.
Hope that helps,
Rene'