Do you actually think that at some point prices were based on maintaining a "moral" 10% profit margin?
This is a product of snowflake think.
Sadly, we've raised a sheltered generation of kids that thing the world is fair, everyone is equal, business and all manner of human interaction is moral, and above all else, protect everyones self esteem.
Yes, for some reason, people are now attaching the word 'moral' to fiscal transactions...job salaries, welfare.....etc. Hell, I've had them talking about morality in taxation...really?
Money has never been about morals. It is there to earn the person/company a profit, to pay its employees and owners. Nothing more.
Taxes are there to fund the govt. services to the populace...nothing morality based at all.
But, you are running more and more into "Snowflake Think" of this type.
Hmm...I may have just coined a phrase here....