That is what happens. They don't understand that if they cheapened the price they would increase their business by far more. I always compare these things to a gold fish bowl where if you lose a goldfish the remainder have to pay the overall price even though their is less fish in the bowl. Many businesses do this and somehow they get away with it.
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Yea, free market is not always driving everything in the right direction. Could also have to do with they earning enough money from the few top customers, and dont want to spend too much money in the business itself to be able to handle many low paying customers.