Comfort and competition must be in balance. Google is comfortable enough that they can spend in other areas where they compete. (Notice that they make almost no innovations in search: where they have the monopoly.) Comcast, for example, is comfortable and has no areas where they're competing with other companies: they've therefore made no real improvements to their core customer experience. You must have enough comfort to take risks and innovate while you develop. But you must also keep alive the motivation to grow and improve. Many companies seem to do that best by engaging in competition.