IMHO, they are wrong. GoPro has build a very good reputation. If the margins are too small, they could increase their prices and slightly erode their reputation. If they quit, they lose what they have build. A long time ago, I have heard the story of a sotfware company that was on the verge of bankruptcy because of their small margin. They decided to triple their prices and update the packaging. They have lost half their clients and saved the company that became very profitable. When Oracle bought Sun, they almost double the prices of many services. If Sun did it, maybe it would last longer.