I am always surprised why there are certain services or items which are on high demand, and do not have their prices increased to generate more profit.
As an example, tickets to the very popular EDM festival are always sold out in minutes, but the price each year increases little. Every year the tickets are at around 200-300€, so why not make them 400-500€, since they would still be most likely sold out in a matter of weeks or months, wouldn't they?
Another example, I know a shoemaker who from time to time sells around 20-50 pairs of cordovan shoes, at a price of around 340€/pair. All the shoe stock is ordered (online sales) in around 1 day. Why wouldn't they increase the price by at least 10-20%, and then sell these same shoes over a week or so?
I can see one possible explanation - that getting money immediately has more value, but it seems to me that in the overall a much bigger profit could be obtained if the price was simply increased.