The article shows that in a game of competition between companies, the way prices are set can affect profits and industry welfare. When companies set prices like they're colluding, Bertrand profits can be higher than Cournot profits, which are higher than in supply function equilibrium. This change in profit ranking also changes how well the industry performs overall, no matter its structure. This means that even when companies compete on price and new companies can enter the market freely, there might still be a need for regulation.