And without incredible demand, there would be no reason to be able to make more, more, more. It's more about meeting competition than just boosting returns. Japan has been kicking our ass for more than 60 years and in the '60s, US automakers had chances to become more efficient and make better products, but they declined. Japan listened and in a short time, they were selling a lot of cars that were higher in quality than what the Big Three could make. Look at UAW wages over the decades- there's no way to make affordable vehicles with so many factory workers making $100K or more.