Yes. Its called a competitive market - I don't know how you can seriously argue against such a thing in the modern world, where all of us rely on it (price competition) for basically everything we buy.
Though (perhaps thankfully, given the response to my post) the relatively simple nature of this means that its (if not now then soon) going to be a price-competitive industry anyway.
Though (perhaps thankfully, given the response to my post) the relatively simple nature of this means that its (if not now then soon) going to be a price-competitive industry anyway.