Your statement is true - unfortunately so is this: If you lower profits even more, or even lose money selling your goods, it may even lower prices for consumer

Your statement is true - unfortunately so is this: If you lower profits even more, or even lose money selling your goods, it may even lower prices for consumers. Public businesses have a fiduciary duty to return profits to shareholders and purposefully lowering profits without a long term roi from that decision may actually be illegal. Again - I am not saying these facts should fill anyone with glee, but we live in the real world and its important to at least see how historically these have played out.