Alternatively, the executives and shareholders can milk rapid, unsustainable growth for as long as they can, then abandon the company to die once the value peaks and move on to the next company that they'll milk. The people making decisions like this aren't the ones that stand to suffer in any meaningful way if the company goes under, and in many cases they stand to gain more by bouncing from bursting bubble to bursting bubble than by trying to maintain moderate, sustainable revenue. They aren't incompetent so much as they don't care about what consumers want. This is, in fact, capitalism working as intended.