Yeah, of course it is idealized. You know the joke: two economists are walking down the street. One sees a $50 bill on the sidewalk and says to the other: "Did

Yeah, of course it is idealized. You know the joke: two economists are walking down the street. One sees a $50 bill on the sidewalk and says to the other: "Did you see that $50 bill on the ground?" - "Can't be, if it was there someone would have picked it up!" Long term I think it is true, though. If you don't have any unique advantage, competition will drive down your revenue to "market" rate. But that's kind of idealized equlibrium, of course there are successful products, innovations, and so on.