Side question: What should companies, listed on the stock exchange, and who have complete market dominance do?
If microchip producers had done what Adobe has done, computers would be developed by adding a few vacuum tubes each year and bumping the cost by 5%.
There are inexpensive stocks yielding close to 10% from dividends, but you are told not to expect an increase in share price. Instead, people go after stocks that yield far less (0-3% dividend with a much higher stock price) but which may experience a growth in share price.