> Are you not concerned that model creation companies will bake this into their next model?

Usually, the business strategy when that's a concern is to court an acquisition.

Assuming that you're doing actual innovation and that the effort behind making it commercially mature is non-trivial, your company and its established assets/staff/insights/deals become valuable as a way to leapfrog in.

Of course. That would make them a research company -- with a limited selection of potential buyers. It's not the worst gig.