They do, to an extent, if they're not a dominant market player. But the article demonstrates quite clearly that once you reach a certain size, the effect on overall market demand starts to become a concern that relates directly to how much product you'll expect to be able to shift.
> But the value of my bulb to consumers is at least 2 USD, because it's equivalent to buying and using two competitors' bulbs!
It's not, because people (rationally) discount future events: We won't fully believe the claim; we'll assume other things may make it break in the meantime; we may have more immediate uses for the extra dollar. A dollar saved a year from now is not generally worth a dollar today.
It will be worth more than the competing products (all else being equal), but it won't be worth twice just because it lasts twice as long.