Ethical doesn’t really enter into it. It’s a question of what the market can bear. If they can get the price they’re asking for, then there is no problem. And if they can’t, then they wind up with a stack of unsold variants that aren’t bringing in any revenue–and then they either discount them down to try to turn them, or they stubbornly hold out for that one person for whom that particular variant is worth the price they’re asking.

This is how the free market system works