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The market does reward proficiency. We live in the punished timeline. No contradiction. Most software is buggy and most businesses fail.

What does punished timeline mean?

It's the corollary to your statement about the market rewarding competent companies.

The market punishes incompetent companies.

Just being aware that the market rewards competent companies is not enough to magically turn companies competent.

In time, maybe? The problem is the damage done until that happens.