Your former college roommate calls you as well as asks to borrow $10,000 therefore the he can open a pizza restaurant in his hometown. He admits that there is a high degree of rivalry in this market that the cost of entry is low and that there are many substitutes for pizza, however he believes that his pizza restaurant will have some sustained competitive advantages. For instance he is going to have sawdust on his floor a variety of imported beers and a late-night delivery service. Will you lend him the money? Why or why not?