When profits are too easy there's not much incentive to innovate, there's no hunger. You can see this in google who have dominated their niche of the market so

When profits are too easy there's not much incentive to innovate, there's no hunger. You can see this in google who have dominated their niche of the market so strongly that they've lacked the drive to seriously pursue other markets and to invest in their products to bring them to true maturity. Or look at Apple, who have been coasting on their momentum for years. Initially the iPhone was ahead of the curve in every way, now they are in the traditional Microsoft space, adapting innovations from around the industry and, one hopes, implementing them well and integrating them into a cohesive experience. Yet you have some major design missteps that haven't caused them to stumble. Though you could look at the entire smartphone/tablet industry in general as exemplary of the problem of easy money. Tablets have only slowly adapted to the role of content creation and work, because selling toys has been so insanely profitable there hasn't been a drive to do so.