That is how business works. It's the definition of business. He is not running a charity. It is a
for profit business.
Also, the intent of my question wasn't greedy-capitalism-gouge-the-customer...I meant if a business can charge more for their service and have better margins without pricing out would-be customers or losing them to lower priced competition (neither were his reasons) then why not charge more?
That extra money can be reinvested in this business or another business or used to retire early or go on vacation.
The guy runs a business, make a profit when you can. Every success is transitory here.