The most common cause of low prices is pessimism - some times pervasive, some times specific to a company or industry. We want to do business in such an environment, not because we like pessimism but because we like the prices it produces. It's optimism that is the enemy of the rational buyer.
Our actual enemy is not any force exterior to ourselves, but our own crying weaknesses, our cowardice, our selfishness, our hypocrisy, our purblind sentimentalism.
Though fraud in all other actions be odious, yet in matters of war it is laudable and glorious, and he who overcomes his enemies by stratagem is as much to be praised as he who overcomes them by force.