The benefit will go to the buyer as 20% more road for the same price. The road workers will get performance reviews now, as any slack will drop production to a higher degree. The stuff turnover will increase as people can maintain that performance level only during short period of time and any injury will disqualify you instantly.

There will be more buyers because more people can afford road at that price and other businesses will benefit from more roads: shops can sell more tires, road repair and snow cleaning companies will have more work. Road building companies will delay hiring new hands as long as possible.

At the end, what we'll end up doing is working more for less money under higher pressure because any slack multiplies faster. With more companies buying cheaper services, there will be less stable companies who shouldn't be in the business anyways but who now is on the verge of bankruptcy and will make life of other businesses way more stressful and unpredictable.