I was responding more in a general sense. If a company realizes that whatever it is delivering is worth more than they are currently asking, in a healthy market

I was responding more in a general sense. If a company realizes that whatever it is delivering is worth more than they are currently asking, in a healthy market their competitors would be forced to match that value. In an unhealthy market, the value just gets lowered (either by lowering the value offered or by raising the price), either of which bones customers.