This is all an uncomfortable, extreme example of customer manipulation...but that's what we have to accept to remain a (mostly) free market economy. The most successful companies intentionally set an uncomfortably high overprice that is just a tick below the figure that the majority of customers will refuse to pay. I've used coffee franchises (Starbucks, Dunkin' Donuts, etc.) as an example - is that flavored water absurdly overpriced at $3? Holy Moses yes! Is it less painful than most people can stand? Juuuuuust barely. Total revenue maximization, it's a bitch. :-/