It <i>is</i> bullshit.<p>It's confusing between the economic outcome in a perfectly competitive market, "price drops to marginal costs" with a normative statement "price should drop to marginal costs."<p>Every business article you need. Every way of gaining "competitive advantage" is a strategy for avoiding this outcome. If the moral imperative,price should drop to marginal costs, existed and was enforced, doing business would practically be illegal.