They are, but the problem is that shifting an organization whose lifeblood is yearly hardware refreshes and chip innovation towards a ship-daily software culture is challenging. And software doesn’t “make money” the way hardware does so it can get deprioritized by executives. And vendors are lining up to write and even open source lots of software for your platform in exchange for pricing, preference, priority (great on paper but bad for long term quality). And your competitors will get ahead of you if you miss even a single hardware trend/innovation.