Economists would say that companies are willing to accept higher risk, the 'return on equity' isn't the only driving force. The question here is who shoulders t

Economists would say that companies are willing to accept higher risk, the 'return on equity' isn't the only driving force. The question here is who shoulders the risk, the company or the consumer. With JIT, the consumer may bear more of the risk. It may not be a bad thing either. New companies aren't all trying to be rent-seekers, they also try to dodge existing regulation or actually innovate.