I think part of the reason software was winner take most was the difficulty of making software.

I remember hearing a story that in the past movies were so technically difficult to make that any movie that got made had a good chance to be a profitable hit. But as movies got cheaper to make, more movies got made. Nowadays movie studio execs have to really calculate out the audience and expected revenue for any new movie and balance that against the budget and the cost of the studio's failed movies.

I think a similar dynamic may happen in software

That honestly sounds a lot healthier than “just ship what the CTO/Product team wants” with as much hand waving as is necessary to very roughly estimate ROI and then pray it hits with the market. In anything that’s not a startup operating in a new industry, the “old way” is a hard way to run a business