In practice we have no idea if this will work. It has never been done before. With that Apple example: For all we know, the industry could be in a much better

In practice we have no idea if this will work. It has never been done before. With that Apple example: For all we know, the industry could be in a much better position if it were not for the iPod/iPhone. The stuff Apple brought with the iPod/iPhone (DRM and the App Store model) have arguably set the software industry back. And an argument in favor of Apple: stuff like the RPi/VR wouldn't have been economically feasible since there was no pass production of ARM processors / high-density screens. Point is, we don't know. There's no way of telling if BI works without actually doing it. And that's what the point of this study is.