There are a lot of now closed independent bookstores that had to compete against Amazon that would disagree.
"Undercutting competitors" and "providing a better value" could be the same thing depending on how you spin it. If due to not being able to provide that "better value" (be it inexpensive customer reach, integration into the official character builder, existing API access to VTTs, whatever) other competitors do poorly and get out of the the business is what WotC wants. Regardless if it is categorized as strong-arming.