Since they are in an unregulated commodity profit margins are thin. This leads to a "paradox"(in the sense of the birthday paradox not a real paradox): when co

Since they are in an unregulated commodity profit margins are thin. This leads to a "paradox"(in the sense of the birthday paradox not a real paradox): when costs fall profits shrink, i. e. 1% of 1000 is larger than 1% of 100. Therefore if you have a huge mountain of debt that other competitors in your space don't have, plunging costs can be deadly as either your profits dry up chasing the market or all your customers leave because you are too expensive.