Comment by Terr_

There was already a ton of collective incentive for #3, I don't think the companies are choosing to "coast on good-enough."

Rather, they are stuck unable to do that much better, unwilling to admit (especially in a way that might spook shareholders) that it's a hallucination-machine all the way down. They're playing for time and market-share while hoping some unspecified and inherently-unpredictable new discovery arrives which will be compatible with their existing infrastructure and investments.