For example, if FB never invested in ML they would have had even larger margins (fewer GPUs and ML engineers), but now that investment may pay off by fending off tiktok through copycat products and also rebuilding ad attribution after ATT. To complicate matters, before it happens, you don't know in what area your competitor will arise (ML? Product? Paradigm shift?). Similar examples with Google vs. OpenAI, ~2010s Kubernetes wars between cloud providers, Snap vs. FB/Twitter, etc.