Cheap is the last refuge of the unimaginative, someone once said.
At the end of the day, there's always some other oik who can work out how to be cheaper than you.
Cheap doesn't mean value.
And if all you have to compete on is price, you're as good as finished.
This nugget from Harrison Ford in this morning's Metro reminded me.
'When I came into [the movie] business I was under contract to a studio for $150 a week.
One thing I learned quickly is that the studios had no respect for a person who was willing to work for them for that amount.
I realised that the value I put on my own work was the value and respect I would get back'