This is simple, it's about increasing market share and keeping stock prices high, keeping Wall Street happy and the bankers off your (the CEO) back because you might not meet this quarters growth and income projections.
THAT is what is important to the money guys and thus the new customer lower prices.
Most customers stay out of habit and are resistant to change and there is all the hassle to contend with. Luring those customers away and increasing your market share requires something special. Keeping customers requires very little.