But there is that other 1% that is making new things possible. And if they are extremely lucky, they’ll build new tech and figure out how to turn it into a product. Figma is an example of what can happen when that mix hits.
Most technical innovations, though, will be licensed/sold/etc. to other companies which fall into the first group.
All that said, it turns out customers love software that works well. Startups (and most software companies, really) undervalue quality because it’s hard and not strictly necessary when there’s no direct competition.