The result would be that TOURISTS WILL END UP GETTING GREAT DEALS FOR HELICOPTER TOURS.
A prisoner's dilemma refers to a situation in which two competitors can only have better results if they cooperate, but they have incentives not to cooperate. In this type of situation, it is the consumers that will benefit. For instance, if in order to win more customers Sheri decided to lower his cost and reduce his profits, Rich will be forced to do the same thing or else he will lose customers. Thus, the customers will be paying less for the services they are enjoying, just because, Rich and Sheri refuse to work together.