Price is the means used to allocate resources in a market economy. When prices of a product or service is high relative to others it signals the economy to move productive capacity from a low priced meaning highly surved product or service to the one in higher demand. This is why market economys kick the shit out of command economys. Price provides the feedback to tune the economy to the highest productivity possible. The "greedy bastards" who serve the market best and fastest are rewarded the most. When people are free to choose what they buy and what they make the people who satisfy the wants and needs the best make the most. The only people in a market economy who can "gouge" you on prices are those that the government protect with copyright, patents and regulation that inhibits entry into the market. I am always amused when i hear people who say the government needs to stop those durty profiteers from gouging them when it is already the government that enables them. It shows their entire lack of understanding about how our economy works. A business cannot force you to do anything only the government can. All a business does is offer you stuff you want and/or need at a competative price. The government has a place in controling monopolies however a company useually does not become a monopoly without serving customers well unless it has government backing.