You're right, that's what most sensible businesses would do. The key word is sensible. I firmly believe that corporate Burbank tells Disney world we need profits up by 5% and then team Orlando raises everything up to get their 5% profit, but along the way they lose sales due to higher prices and do not generate the profit they had in mind which then causes them to raise a little bit more to finally hit their threshold. I think it's a case of no one in management wanting to make a name for themselves, in a negative way, by saying we are deliberately raising our prices too high and that's affecting our overall profitability. If we lowered the prices, while we would make less on each item, we would sell a lot more and would more than make up the per item lost profit. My economics classes in college all hammered that in to me. I really think it's a case of Orlando management not wanting to go out on the limb and say that we've hit a threshold and can't go any higher.
How would you like to be the manager to stick out your neck and say that our prices are too high and if we lower them we could make more money overall. Economics says yes but if for some reason it doesn't work you're on unemployment.