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There are a lot of different reasons.

The cynical take is that the time to ROI is too long. If it is going to take 10 years to turn a profit the executives do not want to pull the trigger on that because they will be out the door in 5 and never get the payments.

Another possibility is that all the low hanging fruit is gone. So the marginal improvements do not return large financial gains.




Sadly both of the reasons you listed ring true.




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