A major product segment American Express lacks is for debit cards. These types of transactions are becoming more popular, so the lack of a competing product means that American Express is losing potential customers. … "Lack Debit Cards" has a significant impact, so an analyst should put more weight into it. This statements will have a short-term negative impact on this entity, which subtracts from its value. This qualitative factor will lead to an increase in costs. This statement will lead to a decrease in profits. "Lack Debit Cards" is a difficult qualitative factor to overcome, so the investment will have to spend a lot of time trying to overcome this issue.