My guess is that this would cause customers to move to altogether different pizza shops that have focused on (or maintained) higher quality under a more reasonable price constraint.
My initial comment was made with an implied *wink, which apparently should not have been so thoughtlessly omitted, given the unfair amount of insight it then required of readers to detect my humorous intentions. After all, if both pizza vendors would simply raise the price to a reasonable $1.00 or $1.25 or w/e, they could both "afford the rent" and thus coexist happily instead of shooting themselves in the foot. Not realizing this of course, is why I called them idiots, not in a cynical, but a face-palming type of way. Comprendes? It may also be worthy to note that this reply was compelled by the presumptuousness with which my intelligence was addressed.