2. The competition: the case study mentioned that this is a ‘sexy’ market with many competitors, some of whom are national players that can easily match Mr Blundell’s pricing strategies, especially where Option 1 and Option 2 are concerned. If that happened, Mr Blundell would find himself in a ‘price war’ against his competitors as a result of which end users (including both sellers and buyers) may well benefit while there could be a no-win situation for the service providers, i.e. the estate agents, including Mr Blundell.