Custom, the key word, in your last sentence, is "... bunch.... ", right? But that's the hitch, you have to have a "bunch" to get a "bunch" more, right? Ie.: the old "crowds draw crowds" psychology.
And you can try, if you want, to get that "party started", but it's going to be very difficult, because of this very psychology, that if there's no "party", then it's never "started". And so on and so forth the vicious circle goes.
From a business standpoint, I've seen competitors come into my town, thinking they could start up a competing business to mine (street sweepers for const./asphalt related work). They look at my profit margin, and figure SURELY they can offer a lower priced product. And sure enough, they can

So they go out and plaster my customers with leaflets, business cards, cold-calls, etc... advertising their lower prices. And perhaps they even have better equipment, nicer drivers, etc.... But guess what? At the end of the day, very few customers switch, EVEN though the alternative may actually be a better one. Why is that? Because people tend to stay with what they're familiar with, and if one method "isn't broken", why fix it? Oh sure, if they're hard up, they may be tempted with $5 p/h price difference. But mostly, I see customers who just prefer our service, simply because they know we'll be there, know we can do the job, and it is "no risk" in their mind. Yup, even with our warts, higher prices, and all.
Sure it's unfair to the startups. But it's human nature, psychology, etc... The first one who puts his "shingle out" in a town, tends to always have it easier than the 2nd guy with his shingle out, no matter what the quality or price.