This.

However, there is a difference between bulk, wholesale costs and individual retail costs, and prices. SMS is hardly the one and only example of high markup goods in history. Indeed, there are a plethora of entire industries in the same boat. Consider toys, many toys cost a few percent of their in-store retail prices, but again those costs are in bulk at wholesale. The same applies to batteries. And everyone knows about the huge markups in furniture and mattresses. The best advice is to find alternatives or shop around. If you just give in and accept the price that means you've declared you value the good you receive higher than the price you're paying for it (and in many cases SMS's are worth as much as people are paying).