As long as it works. If they get pushed out of CA and have another enemy inside their fortress walls, it will be time to rethink. I doubt the board will go along with retreat to success, it's been tried and has never worked with airlines, and everybody knows that now. B&B are on the board... they might try to stick to their paradigm as long as they aren't getting their lunch eaten but at some point they're not stupid by any means. If confronted with an existential threat, I'm sure they'll do something.