"Only one white (bonus sales) cube can be placed in a model space."
Which makes me ask;
Why does the first one cost 2 cubes?
Suppose you're first to choose an Executive Decision (leaving aside the Close Factory option). Do you spend the two R&D cubes to do it, knowing that this makes it easier for those coming after you to get bonus sales? (Do you even have two R&D cubes left after building factories in new-technology model spaces?) Do you wait and hope that someone else takes the first white cylinder so you can grab one for less? If you wait, what are you going to do in the meantime? Your choices are Close Factory or Reduced Price; do your circumstances make either of those feasible or desirable? And if you wait, will you still get a chance, or will three people snap the bonus cylinders up before it gets back to you.
The higher cost of the first bonus cylinder makes the decision process deeper and adds an element of playing chicken to the Executive Decision phase.