Sun is putting a lot of effort behind modularising the JDK in the form of Jigsaw, and insinuating that it should be the module format of choice for other Java developers as well. The only notable player who is using this is NetBeans (and derivative applications).
On the other hand, the industry has standardised around OSGi, with all of the major application vendors basing their runtimes on the module platform, even Sun's own Glassfish. There's even a port of NetBeans to use OSGi as the module system instead of NetBeans own modules. Even Maven is working towards becoming an OSGi runtime.
Is it just NIH, licensing, or another reason?