Price cutting is a fact of life, but that doesn't make it any easier to take.
When I rejoined the wholesaler side of the industry in 2001, a profound change had taken place. Wholesalers have all but given up trying to hold the line on pricing. The focal point nowadays is squeezing costs out of operations so you can afford the price chopping that's regarded as an immutable fact of life. Today's marketplace is characterized by a never-ending price war with no winners but plenty of casualties.