It can be that but also it can be that they see some of the competition cooling so they don't have to spend as much to keep up with their competition. It's lik

It can be that but also it can be that they see some of the competition cooling so they don't have to spend as much to keep up with their competition. It's like airline pricing. One airline has a sale, others follow (competition heating up), then, one airline hikes fares, others follow (as competition cools down).