What's wrong with a little economic masochism?
During the run-up to the Christmas season, Olevia sold LCD high-definition television sets for less than their average costs and probably less than the marginal costs of producing them. From the NYTimes:
<snip>On the day after Thanksgiving, Mr. Sollitto, the chairman and chief executive of Syntax-Brillian, had 32-inch Olevia liquid-crystal display TV sets selling at Circuit City for $475, almost half its regular price.
This is an excellent example of promotional, not predatory, pricing.
Meaning, of course, that the firm willingly accepts a lower price to get the name of the brand out. Students of economics will readily note that this type of promotional cost is an opportunity cost, not an explicit cost.
<snip>This cannot possibly be predatory pricing. Even if Olevia were to drive other producers out of the market, they would not be able to raise the price to monopoly levels to extract supra-normal profits because the high prices would attract entry from large, well-established firms with deep purses who could withstand a price war much more easily than Olevia.
So, as a consumer, all I can say is, "Hurt me some more."
I couldn't have said it better. Predatory pricing legislation are often said to be in place to help consumers in the long term. But too often, laws against predatory pricing are in place to help special interests with deep pockets for politicians, not to help consumers.