Unfortunately, these models are fundamentally flawed in being biased to favor corrosive price promotion over brand-building advertising and to favor advertising cost efficiency over sales-growth effectiveness.
Because of this line of reasoning, managers or technical leads sometimes over-correct and attempt to maximize efficiency by staffing single-person projects to reduce the communication overhead down to zero.
And if you want to talk about market dynamics at the pump, then look no further than the increase in demand for hybrid cars, which can increase fuel efficiency over other mid-sized cars with the help of an electric engine.