Number of Nations operated French aircraft, like Mirage 2000/F1 and didn't choose to upgrade to Rafale.
Rafale is no upgrade of the Mirage, it was aimed higher and based on the requirements of the French forces. So it was never meant to have automatically the same customers that procured at least F1s, M2K customers didn't ordered new fighters except of India.
The biggest problem that the Eurocanards have, is that they are too advanced compared to older upgraded 4th gen fighters, which makes them expensive, but at the same time came so late, that they are not as advanced as coming 5th gen fighters. So for customers that only can afford an upgrade from the single engine fighters, F16s, Gripens, or JF 17s are the better choice. Customers that can afford M-MRCAs or even heavy class fighters, will have other aims as well, be it political (Singapore, S.Korea) or industrial advantages (India, UAE).
What we see today however, has more to do with the financial problems that many countries have in these the crisis years. Switzerland and Brazil doesn't really need more than the Gripen for their threat perception, but politically and industrially, they wanted more with these competitions. In Switzerland it didin't even met the minimum requirements, while it was rated low from the Brazilian air force as well, but at the end, the simple fact of low defence budgets caused the selection of the cheapest choice. Brazilian politicians always made it clear, that they aim on strategic benefits for their country, which is why France and the US pushed hard with their politicians and good industrial offers, but when you can't afford it, it doesn't matter what you want.
I did mention that they are both multiroles, yet there would be an emphasis in certain areas. That is what I pointed out.
Of course, but being multi role capable as a fighter, doesn't mean that the operator will have an aim on multi role capabilities. But as I said, MKI has even a pretty strong aim on A2G as well and is not meant to be air dominance platform only, just like Rafale is not meant for strikes only.