Give free, remove competition, Increase prices

The 3 step process:

1. Give for free or at less price
2. Remove competition
3. Increase prices

The above process has been deployed by all late comers to gain marketshare and change the industries. Startups do this constantly. It is famously called the "Loss Leader" strategy. Be it Amazon or Flipkart or Uber or innumerable other startups.

Costco does this with its USD 1.50 hot dog for which the price has not changed, believe it or not, since 1984.

China used this strategy consistently and has killed other countries' competition in multiple industries.

Interestingly and sadly, the India's tax department has brought this strategy to UPI transactions.

The once great UPI which brought about Digital payments revolution to millions of Indians unlike the pre-historic west and eased the way to do business from small to medium enterprises is now going to be taxed (with the government finding ever increasing ways to tax and deliver less).