Newbies and lowballers...could go on forever about 'they've been around always and will be' or 'is that really your competition'..etc.
Reality is...yes, they are your competition as are perhaps bands or Apple (ipod and bluetooth speakers). Just as mcdonalds and ruth's chris are competition to eachother ...
"I want to eat"..where do you want to go? maybe you want steak and can afford RC, maybe you have 5 minutes before a soccer game and have had nothing since 9am..or you're on the road and time/convenience ranks. Maybe you're into health food and neither actually are in the running for your food dollar.
Same for a DJ - weddings pretty much need one but I've been to a few without them..and the couple still end up married. It'd be nice for a backyard party to have a DJ - BUT there are other options.
this weekend here is the regatta on the river. A friend has a house on the river and will be throwing a party. He has a very very nice whole house, inside and out, bose system. BUT it's a special party, not just another saturday night. Is he ABLE to spend $500 on a DJ? Yep. WILL he though? No. He's trying to tempt my son and his buds to play (rock band, hs kids) for $100.
And so it is - you COULD buy a $75,000 new car, but you don't. You COULD buy a new car every 3-4 years, but you probably don't.
SOMEthing else is more important to you that you don't.
I could have gotten the next model car up..only $20/month more on the payment or so. What it came with wasn't worth that TO ME.
So to some folks, many perhaps, a DJ isn't worth a ton of money, or perhaps 'more' than the newbie/lowballer charges is just too much more.