There are more ways to innovate than just offer the same thing for less money. You can offer more things for the same money, which is what FlyHomes is doing. That is actually the more common and more financially viable form of innovation.
You're right, of course. However in this case, I'd like to see someone fix the problem instead of just making it more palatable. To me FlyHomes looks like just another realtor who screws you for too much money, but they give you flowers before they start and candy when they're done.