The key is having control of the tech, protecting or expanding your market share and licensing ( as you say to part offset purchase price) initially to companies who might not necessarily be in direct competition with them.
The other option would be to license it out broadly to saturate the market in a mass adoption to recover your outlay quickly. Any new and emerging tech would then have to be “significantly” better to warrant another change given the switching costs involved.
Alas, at the moment this is all still in the dream realms ……but we have never been closer.
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