Exactly, usually the companies know what's coming up, like you said. But, properly shifting gears to play a new game requires that you act like a startup again. It likely requires foregoing the fat margins you were used to. And it likely requires going back to the drawing board and actually learning from the market.

And this is what companies find it hard to do. To be fair, I think that is not so bad a things. Companies should rise and die naturally. A few companies monopolizing markets forever does not seem good.