Why price yourself below the current market price?
That's no way to make money on a venture...
The Ideal would be to launch something for $10.00/lb and still charge the $10,000.00/lb price...
But everytime someone makes a leapfrog advancement like that, the competition comes in and cuts the price to $9.00/lb making it unprofitable for everybody.
Thus the only way to make space profitable is to increase the number of payloads going to and coming from orbit so that there is more demand for launch services, thus driving the price up.
Now if we could only develop a few manufacturing in space ventures...
Scott