If they do not meet the needs of others, they will fail. They want to ensure their company moves a ways forward into the future and they think holding the best asset as a way to do that. Maybe it will work, for a time... they will be holding the best asset, but they will only ever be able to sell it direct, or use it to fund future ventures in which they will be trying to meet consumer demands. Holding an asset does not itself solve the needs of others.