Only if their potential customers have full and accurate information about those products and their competitors. Unfortunately, that's very rarely the case and

Only if their potential customers have full and accurate information about those products and their competitors. Unfortunately, that's very rarely the case and it ends up being a race to the bottom (The Market for Lemons - https://en.wikipedia.org/wiki/The_Market_for_Lemons https://en.wikipedia.org/wiki/The_Market_for_Lemons)