Maybe it’s a statement based on logic.
Let’s say I sell cars, with a car’s price at X$. Then a competitor comes and sells not one, but unlimited cars and at half my price (not to mention he advertises his business with a banner on my car shop). Taking into consideration that for the auto market it’s a good thing and will probably experience a growth, part of my clients will be drawn for sure by the competitor and thus less sales for me.