Some people have a price in mind that they feel their work is valued at, and see that as ethical.

When I got my tattoo, the artist refused to accept more than His agreed to price, as an example.

If you'd ever done A/B testing before you probably would not make this statement. Also, it's quite possible they prefer to stay small and don't want more business.

surprisingly (to some, specially hardcore capitalists) some people do not want it all.

i.e. some of us reject the (roughly summed up as) "go big or go home" attitude

once you get too greedy it can introduce competition.