It doesn't matter if the customer is serious because the general sentiment across the board amongst procurement teams is that existing quotes are too high, and that they want to maximize discounting where possible.
If you are a non-dominant player in a market segment as Oracle is in ERP and EHR, you lack leeway to better manage margins pressures and win in a price war.
It is in this vein that mass layoffs like the one Oracle announced occur.
Why pay a premium for a tier 2 product when I can buy the tier 1 product on a discount?