>Assume a company has gross margins of 100%, First, gross margin is not net profit, which more accurately represents what a company could possibly absorb. Seco

>Assume a company has gross margins of 100%, First, gross margin is not net profit, which more accurately represents what a company could possibly absorb. Second, no industry has even gross margins near 100%; more accurate is around ~35% [1] . Assume a company has actual net profits of 5% (more in line with actual net profits), and cost of goods (or labor) goes up 10-20% (and same for all their competitors, since all are sourcing goods in the same markets). Then they pass cost on to consumers or go out of business. This is a more accurate model using real world numbers from the current economy. [1] https://cfohub.com/what-is-a-good-gross-profit-margin/ https://cfohub.com/what-is-a-good-gross-profit-margin/