[IggleSniggle]

If they have happy customers and the market is growing, then why would they be losing customers and who cares that their market share is shrinking?

If you're losing customers but only at a rate that looks like you'll be out of business in 150 years, is this actually a problem for the company of people?

Parents provide for their children. When they can't or won't do that anymore, then the child should go get a job. But why should they go get two jobs? Or three? Makes no sense. It might be okay (if miserable) for a while but they're going to burn out.

When you need to switch tactics (for internal or external reasons), go for it, but if you're winning the game you are looking to win and there's no existential threat looming? Who cares about market share? You don't need to win the market in order to win a satisfied life for you and your company of people.