I worked in a tourist town that had some of those tour trollies driving around it all the time. It wasn't exactly cutthroat, but one guy thought it was because he charged twice what everyone else did.

He started advertising his company as "American owned and operated!" - implying that the other two companies weren't. They were. Didn't matter, people would ask about "oh, so who owns this company?" like it was some gotcha, then I'd tell them about the owner of ours, and how he's from the town and his father was a veteran and not to believe everything you read.