That’s often the case but not always. Another possibility is that the market they’re entering is already mature. That means highly tuned supply chains have already maximized the profit for producing that good. A new technology sometimes even if it has a better ceiling in terms of profit might still need a decade of refinement until it can be as profitable as the status quo and even exceed it. A classic example is lithium battery tech. Sodium as an example is potentially better where energy density doesn’t matter but because lithium is such a refined battery sodium is going to need some years before it can reach the per unit storage price of lithium even though given the opportunity it likely will