As customer, you know the service you want and you can clearly define it.
Which provider will you choose?
Some providers can respond precisely to what matters to you. All are doing the same services at different prices.
You choose for the lowest price
Some providers can respond to your needs precisely at the same price, one of them gives better service
You choose for the better service
If as customer, you don’t know precisely what matters to you ?
Price is not the only cost... Which one will you choose ?