They are forced in a way, because it is market depriciation. Allow me to give three examples I have witnessed first hand:
Bail Bonds: Most states have a minimum bondsman can charge to do a bail. For example take MI. Anything $1,000 and up is 10%, anything $999 and below is $100 legal minimum, no limit. So that means any bond company can do a $800 bond for $100. Nobody ever used to do this anywhere in the country, because they didn't have too. One company would say $150, the other would say yea ok $125 and boom they win.
Along comes my former boss, who at the time (~18-19 yrs ago) thought he was a genius. He opened up in 17 states at the same time, and did bail for the absolute lowest possible price when the market was in a great place, and nobody else was doing this. He ruined bail bonds and regrets it every day of his life. Companies now fight over crap bail for minimum prices, and a lot of times break the law. He built the biggest bail companies in the country, and watched the market take an unrecoverable hit. Places like Vegas still do great, but in most places those companies are hurting big time. All because someone was willing to do the same work for an insanely low amount of money.
Let's look at web design. Before Craigslist hit it's major boom, I made $65 an hour with an up front 10 hour minimum to do web design. I was one of the cheaper ones at the time, and I made a killing. Then CL exploded, CMS became widely available, and college/highschool students began doing entire websites for $200. Business's, musicians, they all ate that up. These days a qualified designer has to fight $50 bids for what used to be $1000 of work. It's insane.
Computer Repair, same thing.
So yea they are not forced too, but the inevitable flow of business means eventually they will. Everyone wants something for nothing, and appealing to this greed and under appreciation is killing this country. These websites and cheap services aren't good for anyone. I miss the America where you paid the value of something and got quality product from it.
/rant
Edit:
Another example, look at freelancer. People on that site used to ignore crap bids and only bid on work that matched market value. Now it's going south.