An idea I heard about Costco: increasing prices by just a little is a hit of heroin.

They could raise prices by 3% and double their income and no customers would notice or care.

But if you do it once, you'd do it again.

And a few times later, you've destroyed everything you stood for.

You'd torch your trust, incrementally.

The trustworthiness you've accumulated is your most valuable asset–and others who don't care about your mission will see it as pile of gold to plunder; a stack of kindling to set on fire.