That is sort of the issue when mixing good conscience with capitalism. Either the goods are valued at what we're willing to pay, or either they're valued at what we think the profit margin of the business should be, but mixing the two ultimately leads us to fall for PR crap. Business are quick to gather sympathy when the margins are low, and we fall for this PR crap, but then as soon they own a part of the market it turns into raising the price as much as they possibly can.

That being said, Amazon became what it is because Bezos was hell bent on not rug pulling customers, at least in the early years, so it is possible they would decrease prices eventually to gain market advantage, that's their whole strategy.