Not always. I for one am just not upgrading at all due to costs.
It would be a lot better to make $500 profit for each of the 100k people buying your product than $1000 profit for each of the 20k buying.
Not upgrading due to costs? Luckily for you, we have invented planned obsolescence to solve this problem!
I mean, you just push customers out of the market. I've still got the same 960 I've had for years, and that's when I bother to use my desktop, which isn't often anymore.