Unfortunately, when you stop and think about what insurance companies are all about (maximum profits) it is easy to realize nothing that they are doing is out of a sense of fairness.
You could try to increase total sales by lowering prices, but if you face a downward sloping demand curve then maximumprofits will always occur at a lower production level than maximum revenue.
Still, Microsoft is banking on ARM devices to be successful for maximumprofits even though they could always fall back on Intel in mobility and even AMD if they decided to enter the space.