Just like GPs argument about quality; the majority of businesses doesnt need innovation and often even fights it.

I’ve been in the industry for a much shorter period than both of you; but the companies I worked for didnt really innovate anything.

Businesses in a competitive market need some kind of innovation to do better than their competition. This doesn't have to be software of course, but often software does play some part in it. And it doesn't mean it's their in-house software, but someone has to develop it after all.