Honestly, the secret is not being a publicly traded company. All the others have to make the shareholders happy while steam just does steam. If the line doesn’t have to constantly go up you can pretty much do whatever you want as long as you’re still making profit. And if what you’re doing is already working you don’t need to add gimmicks or advertisements to milk it as much as you can just to appease the shareholders.
One thing to keep in mind with Shakespeare is that he didn’t invent all the words he was credited with creating. They were just the first records we have of them being written down. He still invented a lot of words, just not nearly as many as people say.