sorry, but the point to the expression is that you don't want to perfect a dying technology, but rather transition to the new tech by expanding your business definition.
Shell isn't in the petrol business, it's in the energy business. Thus as the petrol based business looks to have run it's course, (not saying it has) then transition to the next energy business. Whilst these new energy businesses are in their infancy, and petrol hasn't died out, it is still time to look to the future.
another day in paradise, or is paradise one day closer ?