> "this time it will be different for sure!".

This summer might be nice like last summer, but that doesn't mean that you a) need to believe that summer will last for ever or b) must pretend that it's not summer over there now.

In other words, who knows how long it will be good, enjoy it while it is and then move on.

yeah, they'll be pressed to turn a profit sooner or later. Consequences will flow from that.