Increasing efficiency is pretty critical. For the vast majority of markets, there's no such thing as 'serving every customer'. Companies can always serve cust

Increasing efficiency is pretty critical. For the vast majority of markets, there's no such thing as 'serving every customer'. Companies can always serve customers more especially if they can reduce the price. However it takes capital to do this. It's not just about liquidity, investors basically influence the cost of capital for each company which has a big impact on how many customers each company can serve.