If, for instance , Doubletree on Times Square had a 30% advantage in unit cost over Marriott Marquis a similar property right across the street , than Doubletree would have an incentive to reduce reduce price knowing that Marriott would have to match but in doing so would do poorly financially at the new lower price level At though now common within the airline industry , operating cost disparities larger than 10 percent among rivals in the same segment and locality are rate