You are in management at Superior Industries Inc., the only company in the world sells the popular consumer item widgets. A rival company makes wodgets which are a weak competitor to your product. A small consulting company with MBA students from NotUNB have written a report for Superior Industries with the important statement, "Our estimates show that the demand elasticity for widgets is elastic (-1.8 or 1.8 in absolute value) and we strongly recommend that Superior Industries lower its price to increase revenues and market share."

In another sense, their statement misses the point. Explain.