I know almost nothing about law firms. But for some other industry if you have 1000 competitors making similar products then companies will compete on price. If you reduce your prices then you will probably get more customers.

If you want to buy a new PC would you rather just have IBM making PCs and setting the price to whatever they want or a thousand different clone companies all competing on price, features, support, etc?

So some new law firm may want to disrupt the industry with a new model