Let's stay: I am a pharmaceutical company, and you're a competing pharmaceutical company.
I invented miracle-drug and can now produce miracle-drug at 0.04$ per pill, can you can produce miracle-drug at 0.06$ per pill. You would think I should win because I can product the pill cheaper, but the full story is your very first miracle-drug pill costs you 0.06$ and my very first miracle-drug pill cost 1.5 billion dollars. I lose because I invented.
Yet you don't lose, because you can recoup that investment.
The alternative is to not make any money at all. As long as that drug produces you a net profit in the long run, which I imagine would fund additional research after recouping anyone investing in the project, then the fact someone else can also make money is irrelevant.
Think of it from the alt-companies perspective: X is sold at $0.06 a pill, but I could sell it for $0.04! There is demand, I can create supply, and everyone benefits except X.
But I don't buy that selfish interests wouldn't still invest heavily in medicine even if it is a risky investment - nobody considers the emotional fact that rich people do get sick, and are likely (in the absence of big pharma research) to directly invest to see the diseases they suffer or are concerned about cured or abated. Think of how kickstarter works - you throw money at a project that may or may not succeed, but it happens all the time because people want the outcomes regardless of the financial risk associated. Same could easily happen with pharma.
I invented miracle-drug and can now produce miracle-drug at 0.04$ per pill, can you can produce miracle-drug at 0.06$ per pill. You would think I should win because I can product the pill cheaper, but the full story is your very first miracle-drug pill costs you 0.06$ and my very first miracle-drug pill cost 1.5 billion dollars. I lose because I invented.