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You might ask the question; “If you’re doing one aren’t you doing the other?”
Not really; you see people shopping for a steel building may believe that all companies are the same and that what they want is a building at the cheapest price. There is also the belief that since all steel building companies are the same and all buildings are the same, the cheapest price translates into a “bargain”. Perhaps they actually got a company to sell a building below or near their cost.