QF have been market share driven and attempted to achieve that by increasing capacity. Borghetti's focus was primarily on yield.
The most basic rule of business that there is:
You will go broke selling dollar bills for 50c.
Joyce is an idiot. Possibly intelligent, but in a business sense an idiot. With a massive ego. He did not 'pause' the 65% battle for no reason. Sure as eggs are eggs there is not much left to play with.