IE Pricing War Heats Up?

The pricing of IE domains is always a topic that seems to excite people. The funny thing is when people take their own marketing too seriously.
A couple of years ago I mentioned a rather silly set of statements made by a certain Irish hosting company.
Why did I mention it?
Well, as I said then and I say now, they don’t exactly have a good track record in terms of pricing.
While the rest of us were doing our best to attract business with pricing etc., they were charging a high rate. In a free market they’re entitled to do so BUT when they started making crazy hypocritical claims about pricing I wasn’t going to stand idly by.
So what the hell is this all about?

So they’re matching someone else’s prices? Why? What is the point? It’s not as if they even have good pricing… €69 for a .ie is about €40 more expensive than the lowest price in the market at present, so it’s hardly innovative pricing …
Surely they’d be better off trying to grow their own business?