Isn't this exactly what we should want from a market system? If your division in Florida is inefficient, then from the market perspective we should absolutely want competitors to enter the market and crush them.

I think the problem is that people have gotten so used to seeing capitalism from the companies' perspective (i.e.: profits good), and forgot that it is supposed to be all about the collective good. So if you think sustained high profits are good... then you have missed the whole point (the market should always be driving them towards near-zero).