Imagine a small fishing village on the coast of Morocco, where every morning men go into the sea to catch - Tuna. You are a young fisherman and do the same. Every afternoon when you are back from a hard day at sea you load your catch in your truck and drive to the nearby fish market. Business was fine until recently when the brokers started demanding shrimp instead of tuna. Since your boat was good for shallow water and to catch shrimp one had to go farther, you along with many others continued to catch Tuna. Prices fell due to excess supply and you initially ignored the change. You started saying things like, "I've been in this business for 20 years and this change is temporary. You "hoped" things will change. But hope is not a good plan. Soon the truth was staring in your eyes and there wasn't sufficient demand for tuna. You also realized that you didn't have the capital to invest in a boat that could go farther to catch shrimp. You went out of business.