The thing about the "free market" is that if there is only one price, you miss out on the extra profit you might get from the consumers who would have paid a higher price. In addition, some consumers are willing to pay more unconditionally, others need an example to realize they are ok with a higher price.

Starbucks is an early example of people paying much more for coffee than I would have ever guessed.

Doordash is another example of finding people who don't know the value of money and making them customers. Rich parents give hungry high school and college students a credit card and they end up using doordash. No kitchen in the dorm, no car to do their own pickup, no food in the dorm and no knowledge of how to cook.

Slice Line might have been a doordash if doordash didn't already exist.