It's an unstable condition in a game theoretic sense, because if you don't push for a higher margin when you have the chance, your competition might and then yo

It's an unstable condition in a game theoretic sense, because if you don't push for a higher margin when you have the chance, your competition might and then you go out of business altogether because they can outspend and outinvest you. So you always have the incentive to optimize margin as high as you can.