The complement of a set consists of everything that is not in the set. Having your complement commoditized is a good thing, it refers to everything your users need that is not part of your value proposition. If it's commoditized, your users have easier access to it hence use more of it, which drives up their demand for the things that _are_ part of your value proposition.

Well it would be in oxide's interest to do that before their competitors do if it's profitable, right? Wouldn't the more established companies have more money to invest in research and development to try to beat oxide to their own follow-up, now that the market has spoken in oxide's favor?

This is the concept I'm referring to:

https://gwern.net/complement

https://www.joelonsoftware.com/2002/06/12/strategy-letter-v/