Going out of business twice as fast

I’ve got to start reading more from James Lileks. Like with the previously-noted pen comment, he cracks me up:
bq. Today they announce the new machines. From all I hear the new computers go up to 11, so to speak. Dual 2 ghz processors. Of course, this means the company, which is DOOMED, will now go out of business twice as fast as before.