This claim just seems ... unlikely and counter to economics. Prices dropping isn't about business owners deciding they feel nice, it is about the fact that consumers reward cheap producers. If the producers refuse to drop prices when thy can, then the first person to break into the market doing something different will get crazy profits.
I would liken the situation to 2007 in Australia. Sending instant messages was basically free from the telco's perspectives - but they charged 20c or something to the sender. Insane margins.
The first company that I remember challenging that was Apple, who bypassed the whole business and enabled essentially free text messages with iMessage. 10 years later, the markup on using text messages seems to have been completely wiped out. Apple also happened to be the most profitable company in the world through that period.
Sure, iMessage isn't linked directly to the profits, yet somehow the invisible hand seems to have been working.