In Universe A they sell only the most powerful version of the product for 1x price and them make some money.
In Universe B they sell the most powerful for 1x AND a slightly less powerful version for 0.9x price and they make MORE overall profit.
I'm not saying that's a bad thing. There are customers who will want to pay less and not need the most powerful product.
I fail to see how the company in Universe B is morally worse than those in Universe A. One could argue they are superior, in that they offer more choices.