Despite positive growth figures, some studies suggest there is a structural weakness to the industry that will have to be addressed. Such shortcomings exist on both the consumer and merchant sides of the industry. For example, deal users very rarely return for a full price purchase, and a large percentage of businesses indicate their disinterest in further deals in the future. Thus the industry may need to settle for lower shares of revenues from businesses compared to their current levels (20-50%), which are not sustainable. It is unclear whether industry diversification, increasing competition, and larger revenue shares for merchants will disrupt the industry leaders or cannibalize the industry as a whole.