> I'm pretty sure they should not consider it, because it is generally illegal.
It is really not. At least in America. In America, where laws are based on consumer benefit, it is extremely difficult to prosecute companies for having too awesome of a service, that they give away for too good of a price, in a way that helps consumers too much.
It really just isn't something that gets prosecuted, except in absolutely exceptional circumstances.
Leaving aside any skirting of regulations also involved, is the government going to prosecute Uber or Lyft because they're losing boatloads of money and therefore obviously priced too low?
This is a great example, actually. Because Uber is no stranger to being prosecuted by the government. That happened a bunch of times, when they were operating as a taxi company, without following taxi laws (before they got those laws changed, of course, lol).
But of all the things that Uber has gotten in trouble with, do you know what they have not been prosecuted for? They have not been prosecuted for selling taxi services for too low of a price to consumers.
Breaking taxi laws = yep prosecuted
But price dumping = nope, not in trouble for that.
I'm pretty sure they should not consider it, because it is generally illegal.
https://en.wikipedia.org/wiki/Predatory_pricing