The cost for the "flight" is $100, I ask for $102. And then you told me that someone sells it at $90. If it's totally the same product, do you think that it can be sold at $90?!
It's so funny for the sales industry; when you report the price honestly, your client would say "It's too expensive. Someone sells it even cheaper!" However, you'll be told about the truth one day.
In our point of view, Quality of products tell you the price, character of a man tell you the sales performance in a long term. It's all about TRUST!