This, they keep thinking profits have to go up indefinitely, so they raise it far beyond what can be reasonably accounted for inflation. Then they wonder why no one’s buying.
The idea that “people need to afford your product” doesn’t register to these clowns.
Except that’s not what’s happening - people still ARE buying, and that’s why jacked-up covid prices have stayed high. Companies found that ridiculously high prices didn’t hurt sales, so they see no reason to roll them back. Amazingly it turns out Econ 101 doesn’t represent immutable laws of physics.