Maybe that's true in high-choice, low-stakes consumer situations, like "where should I eat dinner tonight?", but is it true in industries with high barriers of entry?
If I decide I'm flying across the country to visit family, I'm going to buy a ticket from some airline that is in fact trying to extract as much revenue as possible from customers. And the airline business seems to be healthy.
If I need to buy a new car, I'm going to be presented with models and trim packages designed specifically to extract the most money from the customer. Honda doesn't offer DX, LX and EX trim packages to save you money - they bundle things together so that even if all you care about is a sunroof, you're also paying for alloy wheels, fog lights, etc.
I've never shopped for tractors, but I'd suspect that maybe the tractor companies that stay in business are in fact the ones which extract as much revenue as possible from customers.