It’s an old truth in advertising – and it keeps getting ignored year-in and year-out. The bankruptcy courts are littered with the remains of low-priced discounters who eventually got undercut or failed on service, inventory or customer satisfaction. From Crazy Eddie to Caldor to Circuit City. If price is your only value proposition, you’ll ultimately lose every time. You can give away the store, but eventually you and the store are going to go out of business.