Obviously we know price gouging is illegal.
If one business increases the price of a gallon of water to $10 we simply wouldn't buy it – but if all businesses increase the price to $10, we have no other option. Even if 9 out of 10 businesses increase the price to $10 the 1 remaining business will run out of stock quickly.
Replace that $10 gallon of water with “a job with a livable wage” …