Service trumps price. If you are trusted and you are providing a service that is flawless, the customer is willing to pay more. I have seen this dozens of times in my own investments that I have made across multiple different sectors in different companies. When we find an IT provider and it is working and our compliance is working, particularly in financial services and companies that do stuff like mutual funds and hedge funds, we don't change. We are willing to pay a premium because it is working.