> To take that hit and then beat on revenue Revenues don’t mean anything though. I could generate huge revenues by selling $100 gift cards for 80 bucks. But I

> To take that hit and then beat on revenue Revenues don’t mean anything though. I could generate huge revenues by selling $100 gift cards for 80 bucks. But I’ll have no profit to show for it. If their profitability was cut in 1/2 in just 1-years time, it's actually irresponsible for management to not take actions to get costs/margins under control.