They can but it also will reduce their business. The problem is that the "solution to the system equation" might have a complex/imaginary solution as its only

They can but it also will reduce their business. The problem is that the "solution to the system equation" might have a complex/imaginary solution as its only solution (i.e. the business is not viable at any product price or any company cost structure) which is actually pretty common for startups - it's one of the primary reasons why a start-up and its product can fail.