Google is a good example of this, they aren't at the very top, but they're very competitive, and they can afford it, and it may one day pay for itself. Eventual

Google is a good example of this, they aren't at the very top, but they're very competitive, and they can afford it, and it may one day pay for itself. Eventually it will be just good enough that in theory you don't need to keep chasing the #1 spot if it just works. I think that's something we all forget too easily.