I think in general it's true but not for every case. If I can produce something that provides the same benefit at a lower expense I can undercut you. This fac

I think in general it's true but not for every case. If I can produce something that provides the same benefit at a lower expense I can undercut you. This fact actually drives de materialization that has led to things like simpler packaging and a reduction in emissions in the US and other industrialized countries over the last 30 years (both absolute and per capita) https://ourworldindata.org/co2-emissions https://ourworldindata.org/co2-emissions