Even if you are launching a near identical product a second time, the market, staff and technology will be different. You can't stand in the same river twice (Heraclitus).
Why can't I hire the same people, use the same technology, and sell to the same market? This is basically the story of a lot of small business owners; they learned from somebody and then applied that for their own. If I only make 50% of what the previous company made but own 5x as much, it might look like a failure to some but net I am better off.