Most dive operators set prices by looking at the shop next door. They check the website, watch TripAdvisor, then pick a price that's the same or a little lower. That mistake costs them more than they realize.
Most dive operators read the word 'guarantee' and think of mattresses on TV. The reaction is wrong. Guarantees, bonuses, and scarcity are three of the strongest signals an offer can carry.
Two dive schools in the same UK coastal town. Same dive sites. Same agency. One charges £550 for the Open Water course. The other charges £720. Both have customers.