I call this the cycle of disruption.
A company makes a really good product as first challenging incumbents. They get so big, they eventually become the incumbent. All this time, they’re probably losing money on the product or breaking even. Eventually, investors will want returns on their investment. This will first happen with prices increases to save the quality of the product. Once they can’t raise prices anymore, the quality will be decreased. By this point, the brand is strong enough to get sales even on this worse product.
Then another company will come in and make the same product but better than the incumbent. The cycle continues.
My point is find these new companies that are trying to get market share by making a higher quality product. And if you really like that product, buy 2.