Charge people what they're willing to pay. That's how you stay rich. I worked at a physical therapy center that basically charged people whatever their insurance, or they themselves, would cover. Some people paid $140 per session, others $50 per session. All for the exact same treatment. Why would you charge everyone the value of the treatment (service, product, whatever) when some people (customers, insurance companies, etc) are willing to pay more? You are willing to pay for DLC and little masks, therefore they will charge you what you will pay. If you don't pay, the trend changes. Welcome to business 101.