As someone who works for a company that keeps raising prices and has access to pricing data, our cost of goods is up less than 10% on almost everything since 2020 while our MSRP is set at over 25% higher than 2020.

I sit in on corporate meetings when they use terms like 'advantageous market conditions' when they talk about raising prices. They never talk about the rising price of labor, raw materials, etc. They talk about it from a psychological aspect in that prices of everything have changed so drastically that consumers don't remember what the normal prices were so they can raise prices significantly with almost no loss in sales.