There are opportunities in improving efficiency currently. Since prices have increased, but not due to demand, now isn't a good time to increase production. Just as the past two to three years have been used to shake out the personnel roles, this segment is ripe for capital upgrades.
There has been talk about automating, streamlining work flow with software and processes, and alternative and reduced energy use. While some players may not feel a motivation to change the highest value is in harnessing efficiency. Those who fail to do so will be replaced by more nimble and hardy competitors.