Lower their prices, without prompting. At Flexport we sell logistics services. The price of ocean freight is highly variable (less dynamic than, say, the stock market or airline seats, but still fluctuates a ton). We make money by brokering these services. In some cases, the price of freight drops in the time between customers when contract us (and agree to a price) and the service gets executed (when we contract with the asset owner). We pass those savings on to the customer and let them know. This usually results in big joy, all around.