SpaceX has been keeping their launch prices pretty consistent, even when they couldn't know how many F9 stages they would actually recover. I think they've factored in testing losses into the price.
I wouldn't be surprised to learn that advertised prices are still far above what they could achieve after flying for a while and paying down some of their R&D debt (and if/when the market becomes even a little bit competitive).
Almost inevitably. They don't need to hit rock-bottom prices because they're already there compared to the rest of the current market, and they can use the money to pay back their enormous R&D budget, or if Musk is just throwing that money off as a worthwhile loss then to pay for research on BFR and their other future projects.
After all if you can make a hefty profit while still undercutting the competition you're basically winning at capitalism.