"A billion here, a billion there--pretty soon, you're talking real money."
According to this study, about $18 of every $100 spent by consumers on generic drugs goes to the manufacturers' net margins. Moreover, a long chain of wholesalers, PBMs, pharmacies, etc. scoop up another $47 of net margins, all of which need volume to keep the lights on. So that's $1.8 billion to the manufacturers and another $4.7 billion to the middlemen (insurance aside). Again, you are not much of an economist if you didn't know this or try to verify it before posting. It took me about a minute to track this down.
$10 billion is a pretty big drop in the bucket: the worldwide pharmaceutical market is $1.6 trillion, so beta blockers represent 0.625% or 1 in 160 dollars spent. That's a lot more than a rounding error.
The key phrase there "to keep the lights on".
There's money in generics, and all the people involved in the supply line along the way, but the majority of that money is spent keeping the lights on.
They take a bit of profit, but if they take too much someone else just jumps in because that's how markets work.
Not to say they don't care about the market at all, but the generic manufacturers don't have a lot of sway.
If anything, the pharmas with actual influence might actually prefer that beta-blockers go away as a treatment. It doesn't make them much profit, and the more popular generics are out there the move volume there is to keep generic competitors in business.
So if beta blockers go away the generic competitors take the biggest hit and doctors might start prescribing much more profitable patented alternatives.