The goal of any business is to make money; i.e profit. Developing and selling new products are designed by nature to generate more sales and more profit and ultimately market share along the way.
The Suntour vs Shimano saga of the late 80’s and 90’s was an example of new products that were embraced by the consumer and resulted in profitable product lines and the demise of Suntour as a competitor.
This market share allowed for such developments as rapid rise rear derailleurs. These were not well received by consumers and the evidence is a Shimano product design that has been completely ignored by third party manufactures. If there were any redeeming qualities Microshift or others would have incorporated that design.
So yes while it is the goal, embracing that technology is another question. If disc brakes were in the same category as rapid rise derailleurs, people would dismiss disc brakes and continue to use rim brakes, in the same way as top normal rear derailleurs, and the people at Mavic would be dancing in the streets.
John