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I think the vast majority of large corporations simply don't care what customers think of their brands - because they have high market control and run an artificial scarcity model. 

Airlines and concert promoters are perfect examples.   You pay what they demand or you don't fly/go to the show.  Ever more companies and restricting supply in similar fashion. With so many pubs closing, I'm not surprised some are trying this.

Late stage capitalism is built for #PriceGouging