Let me ask you a question. The last time you set in motion your own product to sell on the net, or even offline, how did you come to a conclusion about what price you were going to be distributing at? At a guess, I’d likely say you looked at the rivalry to see what they were charging. While this is a great beginning, it’s far from the whole picture, and you’re fumbling in the dark if you looking at rivalry is the only component you’re taking into account.