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In a highly competitive market, people will be trying to sell identical goods, to the same consumer, and the consumer will have a choice of, who to buy from, and ideally, we, as consumers would look for the cheapest one, and the highest quality, and markets, will fight, *price wars* lowering their price until a certain limit. Some companies will be able to drop charges as long as the other one, until they hit a point where if they hit a certain price, they will be losing money. So we as consumers, benefit from these price drops.

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