You're making their main revenue stream more costly - why wouldn't they instead double down more investment to make it _more_ efficient to get your data so that

You're making their main revenue stream more costly - why wouldn't they instead double down more investment to make it _more_ efficient to get your data so that they recoup those margins? They might diversify a bit (which they already have, with their hardware plays and all that jazz,) but let's not pretend this is going to be the game changing investment mover we hope it would be.