The heavy traffic on ethereum transactions makes the network slow. this requires a solution and gassing up becomes a difficult choice.
I guess this is normal and it's not just a business problem.
Does that means that the Ethereum chain is not capable of handling large volumes? If that is what you imply, then we should be seriously looking for other alternatives. Because if Ethereum is unable to handle the small number of users it is having now, how can we expect it to perform without any issue when the userbase increases by manifold in the next few years?
If this is what you mean normal case in ethereum network of having a high fees users will surely choose other ways to do transactions. This is why others are waiting for this ethereum upgrade to happen and let's see if there's a changes. So hopes this could help to resolve the issues in ethereum networks.