Under true free-market capitalism, upon learning of the outsize profits of that "first-mover, " other firms would enter the market that would attempt to take all of the first company's customers away by lending at 40%.
Virtually all pioneers acknowledge that there are risks related to being a first-mover. (I personally believe that the perils are overstated by those who would discourage free-thinkers.) Many innovators nevertheless remarkably choose to persist in their quest to change the world undaunted.