I am WotC?
If the Most Revolutionary & Awesome Game Design is not a pen-and-paper RPG but some other product that does not compete with mine, then I wish its developers good fortune.
If the MR&AGD is a pen and paper RPG, then what I do depends on the situation the MR&AGD is in.
i) If the MR&AGD is like almost all such designs since, say, Runequest in 1979, it is critically popular but is not selling well enough to damage my market. I ask my developers if any of the rules innovations in the MR&AGD could be usefully imported into D&D. If they think they can, then I use the fact that game rules can't be patented to introduce similar rules into D&D, though of course I ensure that no copyright is violated.
ii) If the MR&AGD is - like Vampire in 1992 - successful enough to draw new demographics into the P&P RPG market I get my marketers to analyze why, and get the developers to see if D&D can be made to appeal to the same people. If it can, I do so, while - of course - being careful not to violate the MR&AGDs copyright. If it can't I see if the new demographic is big enough that we would be justified in developing a competing product in the same genre.
iii) If the MR&AGD is - like no other competitor to D&D to date - completely crushing it in the marketplace, then I cut back on production of D&D till I see if the new game's a fad or not. During this time I move most of my developers to work on Magic the Gathering instead, and the marketers to try and determine why it's such a unique success. I stroll down to the airport to see if all the pigs are fueled and ready for takeoff, and promise myself to cut back on my intake of hallucinogenic mushrooms.