I can't stop thinkin' most businesses used to use the "cost of goods" plus a reasonable profit (a "typical" industry sector standard) margin was good enough for business then and they were still successful. Now it's "whatever the market will bear" prices with multiples of cost expanding markups by x00s % and the quality of goods racing to the bottom. I'm told that that's just the way it is. Profits just keep on getting fatter for industry monopolies.