I think you are confused here. Brainchip is only creating a eco...

I think you are confused here. Brainchip is only creating a eco system so that more and more people know about the product and if they want to use the same then they have necessary options available in the market.
The other factor to understand is brainchip is not commercialising a product but a technology and it always take time to commercialise a technology. Look at arm they took 10 years before they start getting the rewards.
Last but not the least to compete with big players you have to behave like a big player and should have enough support from your ecosystem to beat them. So yes brainchip is starting a commercialisation and it will take time to peak.
Think this way Rome is not built in a day
and just for a change think how will it look like if it was built in a day?