Blame the "education" going on in the business schools these past few decades. MBAs and accountants are fixated on being big and growing bigger, "market share" and "market penetration". It drove one of my business profs wonky, he would constantly ask kids "which would you rather be, a profitable small business or a failing big business?"

"But Doc, big businesses don't fail!" "When's the last time you shopped at Sears, Roebucks?" "Who?" "Exactly."