All depends on what you consider cheap. I put an expedite van load on last week to get me out of Nebraska. It wasn't discounted, just a smaller load than I usually take, and at van rate. No one got a break on that one. Now, taking something for less than .85 (LTL, not expedited) is something I will never want to do. Can't say I won't, cause circumstances may change that makes my standards change, ie emergency, get out of Montana if I'm dumb enough to take one there, etc.
However, there are ppl who will take cheap freight on a consistant basis, like stacking their truck with NLM loads, crap LTL loads, etc. Those ppl may be laughing all the way to the bank now, but they're ruining it for everyone else. Also, they're shaping what the future of expedite will be, but by that time, they'll probably be retired and living in Mexico. Funny how that works.
As far as OOIDA is concerned, they have the right idea. But they're only as strong as their members' willpower. And I'd bet my first born there are drivers with "Say No to Cheap Freight" stickers on the outside of their truck while the cheap freight is sitting in their truck.
And... LOL. All these companies who claim to be expedite. You can call a turd a cookie if you want. Hopefully you'll take the sniff test before taking a bite.