One-size-fits-all rarely fits all - Some products only appeal to a small number of potential buyers. Offering several variations may attract additional buyers.
Some competitors aren't obvious - Sometimes competitors look dissimilar or solve customer needs in very different ways. Often the most popular alternative to the purchase of a given product is the decision not to buy anything.
Pricing is powerful - A bad pricing strategy can kill a good product. A good pricing strategy can often resurrect a bad one.
Imitation is not a sincere form of flattery - Effective pricing requires research and analysis. Copying a competitor's pricing may be quick and easy, but it involves neither research nor analysis.