They're still big but they keep making one unforced error after another. One surefire way to get your customers to research the competition is by such immense price changes. This sort of thing is done gradually unless you are trying to get rid of a certain segment of your customers. Which may well be the case, but if it isn't they have a problem, and regardless you can't really predict how many of the customers you wanted to keep will leave as well. And that's before we get into reputation damage.