Seems to me they just don't seem to focus enough on improving margins. They will sink continuous amounts of cash into driving revenues up, which provides a superficial appearance that the company has momentum.
But something must be wrong at the customer retention level if they can't pare back the marketing spend or promotional pricing without losing customers. I am sure they have made progress cutting costs in other parts of the business . So I think this area remains the biggest challenge for them, I.e. how to sustain/increase pricing and volumes with less intensive marketing spend. They don't have long to solve it and my argument is that it is easier to do this in China than in USA.
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