just remember you cannot sell $10 tickets for $9 and stay in business!
You can, but you have to keep subsidizing it somehow. That's how public transport works, or even the road system in reality, we all subsidize the roads through various taxes and therefore road transport can run much cheaper than if you paid full cost per ride. If 777 wants to continue to sell tickets at a loss to gain market share that's up to them, at present all the airlines except QF have backers with deep pockets, what they decide to do with their money is entirely up to them.