The price difference is largely attributable to our concerns over market saturation for Netflix.

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She cited market over-saturation, but also the contents of the average gourmet cupcake.

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However, aggressive domestic expansion could lead to over-saturation of target consumer markets.

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It is now entirely possible that there is an over-saturation of brands in that space which says a great deal for a culture that has become enormously brand-conscious over the past 20 years.

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The more likely scenario is that we are riding the steep part of the nearly saturated S curve, and just like every other exponentially growing process that humanity went through, saturation eventually takes over.

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But the revenues seem to peak then sizzle, pointing to the saturation question that looms over the gaming industry: Only so many people will come somewhere to gamble.

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Analysts agree that Starbucks' main problem is overexpansion as it was at McDonald's in 2001, when the chain crossed the 30, 000-store mark and struggled with a dearth of innovation, market saturation and poor control over restaurants.

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Expect the usual saturation coverage on Channel 4 fronted by an over-excited Davina McCall, and the usual super-saturated coverage in the tabloids.

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