An article on price wars by two McKinsey consultants makes the following argument.37 That the [tit-for tat] strategy is fraught with risk cannot be overemphasized. Your competitor may take an inordinately long time to realize that its actions can do it nothing but harm; rivalry across the entire industry may escalate precipitously; and as the “tit-for-tat” game plays itself out, all of a price war’s detrimental effects on customers will make themselves felt.

How would you reconcile the views expressed in this quote with the advantages of tit-for-tat claimed in this chapter?