That relies on having a product that is already generating revenue, how do you apply that to R&D like autonomous cars where that revenue isn't currently present?

Ok but you mentioned someone making a 1% improvement in existing revenue. For THAT.

also on a second thought, once things become incremental, chances of someone doing the same increment as another one (who generates that 100M) is high, hence the lower pay.

that could create imbalance - everyone moving into ads.

So why not do this for all projects that need it?