Follow the leader. Set precedence by example: i.e. PayPal.
With the US being an extremely price sensitive market, everyone would like to make more, but since PayPal's the lowest amongst them, then the only logical marketing argument is to match the price and compete on services!
With the US being an extremely price sensitive market, everyone would like to make more, but since PayPal's the lowest amongst them, then the only logical marketing argument is to match the price and compete on services!