Big

In other words, say you have 100 barrels of oil to sell every month and you have 3 customers that buy 100 barrels of oil every month. Your top capacity is 150 barrels of oil but in 1999 those 3 customers wanted only 100 barrels every month.

All of a sudden you get 2 more customers that want another 15 barrels each every month and promising to want even more in the future. You see that that is more than you have to sell and you begin to charge them as much as you want until they tell you they will not buy it at that price.