1. You mean the efficient market hypothesis? 2. That does not apply here since we are talking cost/profit and not share price > The efficient market hypothesi

1. You mean the efficient market hypothesis? 2. That does not apply here since we are talking cost/profit and not share price > The efficient market hypothesis (EMH), alternatively known as the efficient market theory, is a hypothesis that states that share prices reflect all information and consistent alpha generation is impossible. Nothing you say is about EMH. Nor does EMH predict that markets react only to "fundamentals", only in that shares reflect the whole set of information.