Yeah. I was thinking about it later in the afternoon (when I was more awake) and I realised my math is wrong. At face value, this would indicate that they are making $31 for every $1 that their competitors make. As opposed to $24 to the dollar when they had 4% market share and 50% profit.

So either they are increasing prices (not happening, we can see the price on their website), so they are increasing their margins in some areas.

I was originally thinking about the relative percentages, which is not right.