If wages are stagnant like they have been for a while (at least in USA), money has less purchasing power and people have less savings/spending money. So I wouldn't call that fair, or at least not the in the sense that "we're just adjusting it". Raising the price in economic situations like this is squeezing the customers (whether it's intended or not), and I doubt most prices hikes with successful things are just to keep the lights on.