They invest in things they think they will be able to sell later for a higher price. Expected consumption is sometimes part of their calculations. But, they are increasingly not in touch with reality (see blockchain, metaverse, Tesla, etc). Sometimes they knowingly take a loss to gain power over the masses (Twitter, Washington Post). They are also powerful enough to induce consumption (bribe governments for contracts, laws, bailouts, and regulations that ensure their investments will be fruitful). They are powerful enough to heavily influence which politicians will get elected, choosing who they want to bribe. They are powerful enough to force the businesses they are invested in to buy/sell to each other. The largest, most profitable companies, produce nearly nothing, they use their positions of being near-monopolies to extract rent (i.e. enshittification/technofeudalism).