For Profit Labs, Inc. (FPL) is a private laboratory that does only routine blood count. With total assets of $8 million last year, FPL took in $3 million in revenue and had expenses of $2 million. The average firms in other industries make a return of only 10 percent on their assets.

The market for lab services is potentially competitive, but right now there are only a few firms in the industry. However, laboratory technicians are free to enter the industry if they wish. Firms in the industry charge around $300 for blood counts, and techs' charge about $20. What do you expect will happen in the long run?