I worked on a software project make years ago. We spent a lot of money over months doing users studies to figure out the best UI for a narrow demographic.

The final UI was simple and intuitive, but it took a lot of money figuring it out.

I don't think the money would have been spent if our competition could immediately copy what we figured out.

Customers did benefit then, and now, 20 years later, anyone can do it, and humanity is little better off than if no research was done.