Telco pricing and market 'price elasticity'
There's a counter-intuitive effect with marginal cost of Production Factors, like energy (and Teleco services) - using the factor more efficiently, consumes more of the resource. Because you make more profit, lower prices, produce more and demand for the resource increases. The Khazzoom-Brookes Postulate/Jevons Paradox: "energy efficiency improvements that, on the broadest considerations, are economically justified at the microlevel, lead to higher levels of energy consumption at the macrolevel." The structural reason is simple: the market is highly price elastic, so decreasing prices a little lifts total sales considerably. In economics, this is a well solved problem for non-monopoly markets, "Profit Maximisation" occurs when MR = MR (Marginal Revenue equals Marginal Costs). [For monopolies, MR = 2*MC, IIRC.] In the 70's & 80's at O.T.C., we made record profits each and every year - by exceptional marketing and sales strategy, which included drop...