I agree that for the dominant tech titans, reducing costs is the next phase. Amazon has saturated the US market for Prime accounts...Apple has found a near-term ceiling for phone prices...etc etc
The most obvious tool for juicing margins in the next two years is in reducing costs (headcount or salaries)
It's an unstable condition in a game theoretic sense, because if you don't push for a higher margin when you have the chance, your competition might and then you go out of business altogether because they can outspend and outinvest you. So you always have the incentive to optimize margin as high as you can.
I think we will more likely enter a dystopian phase to squeeze out more money from the workforce.