The "long run" has long ago come and gone, and people aren't calling up and hanging on HOLD waiting to book their freight with high-priced carriers. For really hot shipments, all things being equal, the closest truck or the first to get there will get the load. All other things being equal, the lower priced carrier usually gets it, be it a small or a large carrier.
Slow and steady, even in expediting, wins the race - Aesop