It is possible to make very good profits in a commodity business. What you have to do to do it is first get your overhead as low as possible, and then minimize your turnaround time from expenditure to revenue.
Think Walmart. Or McDonalds. Outlays turn into revenue very fast, many times per year, resulting in healthy annual profits.
Just in time sounds silly when you first hear it. But if it reduces the time from expenditure to revenue by a factor of 2 then someone in a commodity business doubles their annual profit (actually they do better because of savings on warehousing).
Of course this isn't a business model that is consistent with taking risks, being innovative, or doing research. But my opinion is that this is where open source is taking the entire software industry, so it is a model that is worth giving some serious thought to.
Cheers,
Ben