I think this whole captialism thing has gone too far. When you get everyone cutting everyone out from under, losing money now just to make a possible profit sometime in the future... airlines and grocery stores slicing margins below cost, etc, then you have taken it too far. Sometimes more competition is less of a good thing. Would you pay another $5 every time you got groceries if someone brought it out to your car, or seemed happy to work there? Most people wouldn't. But isn't money just another way to be happier in life? What are we saving the $5 for?
However, having said this, I'll probably go to wherever has something cheapest, rather than looking for the best value. Value is overlooked much like morale. Get to the bottom line or die. I just hope the trend reverses.