Not really - I mean, if I run Toyota should I not be producing cars I can sell at a profit? And if my sales are falling, isn't that a bad thing?

Rising sales are good, of course - but not oscillating sales. If the rise is going to be followed by a sales slump in a few months time, do I want to take on extra staff who I'll then have to lay off, causing them untold strife and inconvenience? Do I want to build a new factory full of expensive machines, then have them stand idle while costing me interest and rent?

Industries like Software and IP licensing are, of course, often a different matter!