Fortunately software negates this reality. There's no road. There's no endless need for new creation. You create an artifact and it takes a life of its' own. It solves a problem, and that problem (if it is indeed faced by enough people) will do its' own marketing for years to come if your solution is the best. Everyone has always wished for clones of themselves to do more things for more people, and software actually gives us this superpower.