They would all do their sums. The rate of return may be quite inelastic relative to the cost of designing, testing and resourcing better lens design QA protocols (it starts there, some designs are more tolerant like slow lenses and low element count lenses), then better fabrication control and assembly, finishing and testing control.
Many character lens buyers rank tech perfection below what they are looking for the lens to deliver, a case of very different criteria. Many want the full image to deliver these criteria of theirs, and don't go 'looking for problems' at high magnifications.
I believe the makers are doing a good job, all of them, given the complexity of modern lenses and the imperative to market them at their designated price points. But yeah. It's one reason I love using high tech manual focus lenses, much less going on inside and makers know their audiences 'have standards' and expect their lenses to last.