You hit the nail on the head! However, I would like to mention that competition is only one very important factor.
I'd add that IT is a cost as it is a baker for a bakery, a cook for a restaurant, a mechanic for a repair shop. Do you want to be the n.1 restaurant? Then you must pay, so that your business is good food, not marketing - notice: the best restaurants don't even have good websites, as the food speaks for them. Yes, you must pay a lot to get the best cook, who will take all the time and require all the staff he wants/needs to prepare the best recipes, and so forth. We think we are in a better business just because IT is something relatively new, which not everyone fully understands, so we think that we are the best in everything we do, because we bring innovation. Sadly, we are not.
The current reality is that most companies are average or below-average with no great plans to further develop or to become the next IBM, NASA, Intel, or whatever. Most of them want to survive, some want to get a lot of money fast, and who knows, maybe in 5-10 years sell the company for 1,2,10 mln USD. As long as the mentality is driven by the idea of the acquisition, not by ambition, things won't change - the most efforts will be spent in hiding the pile of s* that employees do, trying to draw the right numbers on the right graphs. And even IBM, Nasa, Intel fail. They do. The difference lies in the ability to stand up and get on their feet again - learn from failures. They have also wasted huge amounts of money - it's documented everywhere, every time one of their projects gets shut down. However, they have a goal in their mind: to be the n.1 whatever they do.