Ok, fine. Then I suppose the question is, why do you believe this? And, how is it sufficient? There are companies that have short terms sales drop through no-fault of their own (like when the economy tanks), why should they be punished when the circumstances are external and beyond their control vs. internal and within their control? Or are "punishment" and "down market" interchangeable terms used to describe an unfortunate events affecting sales figures? You seem to be taking punishment as a meaning a dip in sales/profit due to something within a companies control, and I've already shown that your "punishment" has had little to no affect on the overall operating income of Toyota relative to the industry. Which leads me to believe my conclusions regarding consumers + free markets is an illusion, especially when dealing with companies of that magnitude. I'm sure there were some opportunity costs lost because of the recall, but on the grand scheme it hasn't affected the Toyota Way. A slap on the wrist and a $16M fine for not being truthful with the US gov't compared to 89 (at last count, I believe) human deaths that may've been attributed to their products. Beating them on a relative/percentage basis, but not on a volume basis. Toyota wanted the global market and it took them 20 years to go from a 5% to 10% share, they needed to increase their production capacity an addition 50% in less than 5 years to hit the 15% global market they were aiming for to overtake GM. (At least I think that's what I remember from watching this last night - http://www.cnbc.com/id/36939747/)Regardless, that should be independent of the recall issue and the free market "punishment" doled out with regards to Toyota. That's the issue I have, business momentum shouldn't just give Toyota free reign to do what it will as it wills for the sake of profit. The snowball for Toyota is so large at this point it's an avalanche. "You gotta break a few eggs to make an omelette" is the tacky cliche that applies to Toyota and BP and Conklins here, like the general public just needs to accept that some shittiness occurs to have the things we have. I can agree with that from an R&D standpoint, but due diligence still needs exercised when lives are at stake. So, if you can talk your way out of a situation, it makes it OK? It's especially sweet for Toyota because they don't really have to answer to the 89 people killed or their families... they just have to answer to the little gov't oversight they have (NTHSA) and the rest of the market which is >> the victims. I guess I'm for that from a natural selection standpoint. If you know you're being sold snakeoil and still buy it, that's on you. But it still doesn't make it right or ethical. It's easy to armchair quaterback this because there's no one I personally know affected by this, but my tune may change if it happened to me.