People seem to forget that the aim of a business is to make money!! All companies claim they love to give good service but it's all done to sweeten the deal and lighten your wallet.
Price cutting is the worst thing for a business, of course people do it to remain competitive but its a last resort.
eg. I work at Coventrys, the prices we charge at retail are higher than places like Malz etc.
Coventrys may make, for example $6 profit (made up number, wouldnt be that much) on the sale of one oil filter.
Malz might sell 6 oil filters at $1 profit each.
Who's cleverer in the end? Malz have 6x the customers to serve, 6x the receipts to print, 6x the data entry, etc etc. Not to mention returns, warranties blah blah.
At the end of the day, if a business can get away with charging high prices, then why the hell wouldnt they? I will refer to Apple as a prime example of this..