> People willingly paying for a good means they are happy with the purchase Humans are not homo economicus, and are perfectly capable of feeling unhappy while

> People willingly paying for a good means they are happy with the purchase Humans are not homo economicus, and are perfectly capable of feeling unhappy while taking the best option they see, and even being less happy after a voluntary purchase than they were before it. If people feel unhappy after the purchase often enough, some will eventually stop buying the product, and for some of those, no amount of price drop will later convince them to buy again. Even if there are still enough buyers to buy all of the honey, the loss of goodwill in the community due to the appearance of being willing to extract as much value as possible from each transaction (known colloquially as "gouging") may well raise costs for the honey producer in many other interactions with his community, both financial and other. That goodwill is often worth more to the seller than the maximum additional profit that could be generated by raising the price to the market limit.