Maybe I'm wrong about this and being overly idealistic, but I don't believe every company in a dominate situation will stop pushing themselves. I mean, take Nvidia as an example. Every generation for the last ten years has been at least innovative, and in most cases has been exemplary. Yet in all that time, they've held market dominance. I know that these businesses are run not just by a passion-driven engineers, but by investors and conglomerates that could care less what they were selling as long as it sold. But there must be companies out there, even big ones, that are driven by more than just an ideal revenue target. I would say AMD and Nvidia fall into that category. I imagine many of the influential heads in those companies don't want to hold back technological advancements. I imagine many of them want to release stellar products if they can, even if they don't technically need to.