unless the startup has gobs of free money how can they do this against an incumbent? note: nobody has gobs of free money anymore, except the incumbents. Startups competing on price is typically not a winning strategy, unless they have some technical advantage that shifts the price curve; subsidizing a move on it doesn't work.

It's the latter for us. We have healthy margins even at this price point. So we don't actually need a lot of money to do this against incumbents.