It's more like you have a business making engines, each generation of engine has eventually turned out to be profitable over its lifespan, but each generation has an exponentially increasing R&D cost and your customers will switch from the old engines to a competitor if they don't like the newest generation.

You're stuck racing against your competitors with the distinct possibility that your R&D costs will outgrow the market demand, and you can't stop because otherwise your customers will stop investing in your dead end tech and switch.

And there are just tons of free engines sitting around that are basically almost as good as the newest ones...

Except this is the first generation of engine manufacturers and nobody knows if it will actually be profitable yet.