I find the first "bold" statement to be somewhat untrue. Business plans vary for each industry; maybe you develop a phone app that does "this and that," but there is already an app doing "this and that." If your app provides the exact same services as the other app, the best way to sell your app is to sell it cheaper. This concept, however, cannot be applied universally to all industries. It just doesn't work that way. Quality, in the BP industry, will always demand higher prices (IMHO).
In my opinion, this is exactly what leads to rapid decreases in market prices. You go cheaper than the guy/gal posting before you, and the breeder posting next goes cheaper than you.
Read the article by Colin that is hotlinked in a previous post.