I've spoken to many small innovative companies that are looking to provide an alternative offering that is lower priced than an incumbent. It's not a sustainable advantage unless the cost structure is fundamentally lower to provide the same level of service.
We saw it with Wi-Fi – many cities looked to build a third broadband network that they felt would be attractive because the pricing would be somewhat lower than existing players. At first we saw AT&T and Verizon fight these initiatives with legislation. Then we saw that approach fade away, and they simply lowered their entry level pricing.
Here's another one I saw today. AT&T cut pricing on phone calls to Mexico. See story.