Well if they throw some investment into proper research and development, they might come up with a option to mine more than pennies.
There might even be some new job opportunities opening up for early pioneers of the mining, with big salaries.
There are loads of entrepreneurial and skilled people, who could brainstorm something worth it's investment. {I imagine Dell computers paying for it's own, electricity use, with coins they mine} That would be a huge magnet for buyers.