Cartel.
"They'll use their lead to raise profit margins instead of lowering prices."
Ok then. I will use my money to line my own pockets.
Swings and roundabouts. Boost margin at the expense of unit sales. Same profit, more people annoyed with you and cheering on the competition. Less jobs....
Cynical.
Take market share by cutting prices, get consumers on your side, sell more product, create jobs...