That has to be the laziest marketing message I’ve heard.
Who wants to be cheaper?
Who wants to attract customers that want cheaper?
Who wants to motivate staff that we’re doing this to be cheaper?
It’s a losing battle… please do not ever ever say your better because you’re cheaper, say your better because you deliver magnitudes times more value, robust support, innovative technology, improving your customers life, increasing their status… the list goes on but you get the point.