So, what should they do? Well, you wait until a mission comes. You don't just cast around for one because you have money and the desire. You enhance, solidy, and perfect your current mission. Polish the heck out of FF, and wait for the next thing. It'll likely be adjacent to FF, and having an exceptional product on hand will make that leap easier and more likely to be successful.
They keeping trying to hop onto fads as they start -- like trying to get in on the bottom floor or not miss the boat. Instead, they need to wait for a problem to present itself and fester for a bit so that the ways to fix it are clear. Trying to catch every bandwagon just leaves you exhausted and covered in dust. My bet is that they still feel that "it's win" because they nudged to market towards a freer or opener place or something. But they'll never have impact, nor survive like that....gotta have the big marquee projects and successes also.