If every other exchange is selling $AAPL at $100 and suddenly the top level of one exchange drops to $99, then if you just take out that order you basically gain a free dollar. Do this very fast and have pricing the product accurately and you will print tons of money.
Yeah I gather that is the expectation, but if you are the first to execute an order you will sell that order at the old 100 price before it lowers. You are fighting for making an order before the information spreads to the other bots. (Right?!)