What I always fail to understand about these situations is why an incumbent firm wouldn't latch on to this to beat out their competitors. You can see this in e

What I always fail to understand about these situations is why an incumbent firm wouldn't latch on to this to beat out their competitors. You can see this in energy companies' hesitation to accept and invest in renewable energy. Until the last few years they all stayed far far away from it. Perhaps this is all the result of their existing vested interests - but I'm constantly surprised just how little these massive incumbents resist new ideas that really can instead give them a competitive advantage against their peers.