As I understand it, the longer the J3 wait the higher the license fees become. In simple terms each deal raises the bar (and in theory the price) because there are fewer ``slots`` in that price range. Each signing is another stone in the scales against them. I have to wonder if any who purchase a license can request exclusivity in their field. That would give the J3 incentive to act soon rather than later. Not that TPL would do that (?) but it could be a bargaining tactic.
The real incentive is the use of the technology or the fear of not being able to use it!