Of course that's true, but it is also a tautology. Lada existed because there was demand for cars in the Soviet Union and they met some of that demand. With m

Of course that's true, but it is also a tautology. Lada existed because there was demand for cars in the Soviet Union and they met some of that demand. With more efficient production and advertising to juice demand, it could have been as big as GM. However, it also functioned with its lower production level. Patagonia existed when they made mostly pitons and they existed when they were a niche brand and they exist as a major brand. It's hard sometimes, especially with financing schemes, to shrink after growth, but many businesses function fine with a satisfactory market size to keep operations running. As an investor, I might not put money in a company that declared it wanted to slow down replacement of its products because of the environment by building longer-lasting products. But as a consumer, I would definitely consider buying them.