That's the dilemma inherent in innovating a market you are an indisputed leader in: why rock the boat, and reset all your incumbent advantages to zero, when you can just sit pretty with what you've got?
Kodak invented digital photography way back in the 1970s, patented it, and did nothing with it. It was only when the patents expired that digital cameras came to the fore (likely also because of intervening decades’ worth of technological improvement), and it killed them off. Until the beginning of the 20th Century the Royal Navy had an unassailable advantage in terms of ships and then Admiral Fisher designed the HMS Dreadnought which instantly obsoleted everything afloat and dialled back the UK's advantage to a single ship, and the Germans instantly took advantage of it and started building their own new dreadnoughts.
Kodak invented digital photography way back in the 1970s, patented it, and did nothing with it. It was only when the patents expired that digital cameras came to the fore (likely also because of intervening decades’ worth of technological improvement), and it killed them off. Until the beginning of the 20th Century the Royal Navy had an unassailable advantage in terms of ships and then Admiral Fisher designed the HMS Dreadnought which instantly obsoleted everything afloat and dialled back the UK's advantage to a single ship, and the Germans instantly took advantage of it and started building their own new dreadnoughts.
This keeps happening.