That's right.

Now let say you make photoshop, it's great, people loves it. And most of your customers got it for a fixed price, and they are happy with it.

Now, You want to improve the software and add features that some professionals need.

But most of your customers are happy with previous version. you no longer have a lot of money coming in.

Repeat that a couple times, and now most of your market is happy, and you don't have any money coming in.

And then you close shop. And people wonder why.