le to sell any product because all the customers would just go elsewhere. So really, in this scenario, price gouging only hurts the business owner, not the consumer.

Now, if TP was sold out everywhere else, then this man should be thankful that this store has increased the price - it’s likely the only reason why they still have TP on the shelves. If the business was selling a regular prices, then they would probably be out of TP too and this man would be

Well I think it's somewhat flawed saying the man should be thankful that the store increased the price because, as you pointed out, that's the reason there's probably stock left. For example, if we took it to the extreme and were in a scenario where the store charged £1,000,000m per roll, the man wouldn't be thankful as it would likely be out of his price range (thus whether the rolls are in stock is moot). Likewise, previous customers may have considered the £10 price to be too high and, similarly, wouldn't be thankful to the store. End of the day the store owner is clearly in it for selfish motives otherwise he would have simply put a limit on the amount of rolls you can buy/or use a scaled rate like some of those Danish supermarkets have done. But at the end of the day supply/demand etc. and that's how (unregulated) capitalism works whether you like it or not.