I think because the "better idea" doesn't start out that way. But at some point all "better ideas" become ripe for standardization. The smart phone was a great idea that's becoming a commodity thanks to competition and Moore's Law. If the "great idea" migrates into the very notion of what that "phone" becomes, then someone will make money on it in some form, whether it's at the module level or somewhere else.
Replay available now: A handful of emerging network technologies are competing to be the preferred wide-area connection for the Internet of Things. All claim lower costs and power use than cellular but none have wide deployment yet. Listen in as proponents of leading contenders make their case to be the metro or national IoT network of the future. Rick Merritt, EE Times Silicon Valley Bureau Chief, moderators this discussion. Join in and ask his guests questions.