Doesn't really matter to me what the reason.
I am a huge lover of the free market capitalist system. If they want to raise their prices, then consumers have a decision to make. The company makes a decision to raise prices knowing the possibility of reduced sales. It is their job - it is their OBLIGATION - to maximize profits. The best way to maximize profit is to make a damn good product that people are willing to buy, and charge the price which optimizes profits based on price/sales estimates (i.e. supply/demand). Or you could live in a socialist society and wait in line for bread at the price that the central planners deem appropriate.