It might be that low prices are the final refuge of the marketer who has run out of ideas and is left with nothing but a commodity.

Or it might be that organizing your business around lowering prices through efficiency, mass scale and smart choices is a powerful way to grow.

My guess is that both are true, but you better be really sure about which one you're choosing. Hint: doing the second one successfully is really quite difficult, so if all you're doing is writing a lower number on the pricetags, you're probably playing the first game.