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If they reduced the payout to their shareholders, those shareholders would sell the shares and buy some others, and that could lead to company collapse.
I believe thats how it works and I dont like it either
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Do we as consumers care if the company collapses? The government will have to step in and 'save' the company (which by the way was our company before the government of the day sold it off). They have already set a precedent with Northern Rock