There actually is a limit to business growth. The plan to increase sales volume every year eventually won't work. There are only so many people on this planet. In 2017, 1.5 billion cell phones were purchased. The earth's population is only 7.7 billion, and that includes infants and children. The marketing of cell phones has to be one of history's biggest successes in business. But it can't keep growing.
But sales of any non-consumable product cannot increase forever. Maybe it just surprised everyone that the limit was actually reached. The realm of manufacturing, sales, and distribution has limits. New markets are not infinite.
The systems of this world have natural limits.