Price may be dtermined by what the MARKET can "sustain"....but I personally know of people who pay so much for a product they will go into deep debt for it, not pay bills, not eat, after the purchase because they don't think about the purchase ahead of time. This is not just for meds, for lots of other things, too. I think the pooh-bah is suggesting that if you think it is too high, join him in refusing to pay for it. That's the only way to change it. Unless of course we go into a deep economic depression and no one can afford it anymore. That's how prices go down. And I'd rather not go through a depression to get the prices down, but that's just me.