They will have to figure it out if they want to stay in business
I'm going to use an analogy of automobiles, where between the late 1800s up to around the 1970s, power and fuel efficiency both rose at a steady rate, and most of that had to to with improvements in engine design. But after that, for a long time, automobiles continued to get better but it's not because they became more powerful. They continued to get more fuel efficient, safer, and more driver comfort features were added. No-one would dispute that today's cars aren't better than cars were in the 1970s, but they aren't faster.
I think something similar will happen in computing, where CPU performance will top out in a few years, but computers will still get incrementally better due to other improvements in architecture and maybe smaller improvements in process, and I think that's probably going to how it'll be for a little while after we reach the economic/physical limits of node shrinks. I think there will ultimately be some other new technology that drives human innovation forward in the future, although it may not be computing.