When your code is so brittle that you can't widen your target audience, you can't keep growing.
And it's not like there aren't plenty of examples of products that have enough competition that they grow the market but never saturate it.
2) I imagine this is what the politicking people are supposed to work on to gain an interest in the competition.
Iff (1) happens, they will not go under as they will a 'large' bank and will most likely be 'too big to fail'.
And I don't think (2) is happening fast enough.