IMO it is more Marketing than Integrity. I would be surprised if this article was completely organic, most likely their PR department reached out to journalists

IMO it is more Marketing than Integrity. I would be surprised if this article was completely organic, most likely their PR department reached out to journalists to do a story on how great this CEO/company is. Not saying he is not due his earnings for the product, but if his concern was fair pricing to consumers the product would likely be about 20 cents, maybe even less. Also, as the article notes, the company sells more than just these 99 cent cans, and they have not held all prices constant. It's a nice feel-good piece, but this guy and his sons are not worth $4B because they are looking out for the best interests of their customers above all else.