When and how the internet is likely do decrease price competition?

Conventional wisdo

m seems to claim that, by lowering the cost of distribution and by making search easier for consumer, the introduction of the Internet is likely to intensify price competition.

http://links.jstor.org/sici?sici=0732-2399%281999%2918%3A4%3C485%3AWAHITI%3E2.0.CO%3B2-X&size=LARGE