One concern with this is the utilitarian and economic one mentioned above. Lower prices might be a tactic employed to drive out competition-and, over the long term, will only result in higher prices. Thus, the (long-term) consumer interests are best served by restricting (short-term) low prices. But even if the long-term price can be held low and consumers therefore benefit long term, low prices can be part of a more general unfair competition. Society generally benefits economically by price competition. But it can be the case that some parties to the competition are unfairly denied an equal opportunity to compete. Consider two examples.