A Warrior without a King
Pricing alone does not create scarcity, though it sometimes gives that impression.
When all other scarcity considerations are equal, people tend to make the decision based on the pricing. Take the cheapest one.
When competing on pricing alone, this creates a race to the bottom.
The more important question for a professional to ask is…
Is your business charging based on what it costs or based on what it is worth?
Professionals charge based on what it is worth.