1. Open research: Great creative freedom, with great resource constraints. Lots of ideas, lots of things tried, at insignificant cost relative to commercial work.
2. Results filtering, vetting, regularization: Opportunistic selection of apparently successful work from stage 1, for tentative testing at increasing scale. The best ideas end up with moderate budgets that verify benefits, which are reworked for compatibility before any handoff to stage 3.
3. Commercial efforts: aimed strictly at improving quality and economics of current revenue sources.
Direct negotiation between #1 and #3 involves too much dissonance over globally complementary but locally incompatible values.
#2 can be a relatively small, high payoff group, keeping #1 and #3 from butting heads, while facilitating them both.