[Hoasi]

"We can drive the value of a service towards zero and create additional value at the same time," was the thinking here.

[figassis]

I think you mean "We can drive the cost of a service towards zero and create additional value at the same time," was the thinking here.

Don't think they realized they'd also be driving the value to zero.

[Hoasi]

Exactly what I meant indeed. They probably thought how nice and how much cost-savings they were gonna get.