Indeed; peace literature is almost exclusively read, though to good effect, by pacifists, while what is needed is the canvassing of those who have not so far been won to the cause.
These companies know that at their current size they're not going to be big enough to have the necessary capital, and they don't have enough spectrum to get to the third generation.
It seems that we have it backward in our society. We tend to look up to people who are under a great deal of stress, who can handle loads of stress, and those who are under a great deal of pressure.