Given your perspective you should lower your price to $23.99 per lawn and you would be so busy you would surely turn a profit twice as fast then because the market would surely take advantage of that price if that is their main concern.
THIS IS EXACTLY MY POINT! If you guys keep lowering the bar everybody suffers, I hear it from new customers that move here all the time," It didn't cost that much where we came from" My reply " but your not there your here and it cost more here. I've had plenty of people say I'm not paying that much! I say ok call someone else! they do and find out the competition is even higher and call me back and say I'll pay your price. So see it does work if everybody refuses to lower their price. Trust me, you can't compete on price alone, you'll run yourself out of business.