profit margin went chocolate dip after 2015 even when revenue was growing. greed kept it squeezed for years. when unprecedented event happens, it's probably best to downsize and take the old method back into practice. but no, they refuse to admit and face reality. consequently, continue sinking. they'll keep sinking if they hold on to this ego further down the road. know when to let go. meanwhile, new competitors emerge as time passes. are you surviving, or preparing to ditch the boat when everything is milked till the last drop?