[Trueoo7]

What about "quantity" and mass production? If you raise the price you ultimately lose customers. If you increase production you bring down the price and increase customers much like TV's.
When flat screens first came out they were a fortune (ex. 52" TV cost $2300 two years ago, same TV now costs half of that because production increased which brought the costs down) Quality is as good, if not better than original.

So their price increase doesn't necessarily make them more money, it probably keeps them flat or their head above water because they have decreased their potential customer base by putting their product further out of reach for another 25% or so of society.