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Isn't that exactly how it's supposed to work?

Yes, but human being seem to struggle with the concept, regularly assuming that a decreasing percentage necessarily implies a decreasing absolute number as well.

If they aim is to communicate a true representation of reality then you need to take that into account.

Consider that (unless the absolute value varies by more than an order of magnitude) you can see relative values very easily on an absolute graph, but you can never see absolute values on a percentage graph. It would be interesting to know, for example if the loser is still growing due to getting a smaller portion of an increasing market.

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