Pricing is everything when you don't have product differentiation. You will win if you lower your price and the other guy sells himself as the nice guy. It's t

Pricing is everything when you don't have product differentiation. You will win if you lower your price and the other guy sells himself as the nice guy. It's the most common revealed preference. People do exist who care about these things but it's rare. The ideal situation is you give people the ability to pretend caring but actually continue exploitation.