I understand the sentiments but this is the way a free market works. In my real business offering a better product for less money is the way it is done. Customers bargain. If I don't think I can make a profit I have to turn down the contract. If I can undercut my competitors and put them out of business I will. Once there is no competition prices go back up. I never screw over friends, but if I am competing head to head with someone I will do everything in my power to come out on top.