when your on unemployment , you cant afford the $30 , you buy a Tracphone from Walmart and pay for fixed minutes.

you got competitors from the top end coming at you and competitors from the lower end squeezing you from both sizes.

this is as brutal a game as Ive seen it almost like when the Airlines forced industrywide bankruptcies until they were smart enough one year to stop cutting prices but then they had to cut labor by 30% as well as their pay to get the cost in line with the lower prices and competition - alot of them didnt survive - the pressures will be to the downside for quite a bid longer