Great thread topic 
“Times change now its how much or can you d it cheaper, is undercutting the way forward.”
I'm not sure times have changed that much. I agree we all live in a faster paced "I want it now" world, but customer service is still critical. In this new online world, reviews make or break a business, which is a direct result of customer service and how your customers value you and their experience.
In the short term, under cutting will win business, but if its done at the expense of quality and service, then this model has no longevity. Once negative or poor feedback starts to flow through various channels, then it's an expensive reputation building exercise (think Ryan Air), or shutting up shop as savvy customers go elsewhere.
We all want to pay less, but lots more of us are swayed by reviews and our interpretation of a business. Review sites (us included) have come along way over the last few years after a backlash of fake and easily gamed reviews. It's getting harder and harder to fake a positive online profile, and easier for consumers to damage one!