A product that represents a clear technological advance over competing products can generally command a high price  Because <b> technological advances tend to be quickly surpassed </b> and companies want to make large profits while they still can, many companies charge the greatest price the market will bear when they have such a product  But <b> large profits on the new product will give competitors a strong incentive to quickly match the new product' s capabilities </b>
Consequently, the strategy to maximize overall profit from a new product is to charge less than the greatest possible price
The first is a consideration raised in support of a strategy the argument endorses; the second presents grounds in support of that consideration.