What does $10 price cut per TV mean

US TV market is about 36 million per year. Suppose the manufacturers and retailers get into a price war for the coming Holiday season and cut their prices on the average by $10 per unit sold. The market is not going to grow because of the price cut, the market share numbers are not going to change significantly since every one will match the price cut others. That is a loss in value of $360 million with no upside. Price cuts are effective in increasing your profits only if you have the cost advantage, your competitors cannot match your price cut or you can bring in new customers and capture a large share of them. If not why  do it?