"Cheaper is the last refuge of the person who's not a very good marketer. Cheaper is easy and cheaper is fast... (but) Cheaper is a short term hit, not a long term advantage. Cheaper doesn't create loyalty, because the other guy can always figure out how to be cheaper still, at least in the short run. Even free isn't cheap enough to win in the long run. Not if other people can figure out how to match what you've got. So, if you can't be cheaper, be better." - Seth Godin