Merchants don't usually want to lower prices proactively, but it's done all the time because they do not exist in a competitive vacuum. From inception, contain

Merchants don't usually want to lower prices proactively, but it's done all the time because they do not exist in a competitive vacuum. From inception, container shipping has been plagued by oversupply because of the economies of bigger and bigger boats. That was still true 3 years ago. Shipping businesses were going bankrupt left and right. It is a commodity good with a relatively low cost of entry. If the existing companies don't feel like lowering prices, others will step in and happily take their market share.