if a company's executives feel like gaining outperformance by doing extra work isn't a good deal, maybe don't invest in that company? I'm not an expert, but I do play one on TV sometimes
I can't say "I'm starting a food truck which will sell popsicles that don't melt even in the face of great heat. Sure the suppliers have to put in a little extra work to make sure they don't melt, but you as a buyer will benefit" - that doesn't really work unless there is a path for those popsicles to be created and offered for sale in a way that makes sense for the supplier.