> This story is not incompatible with a more-basic one where inflation debases the currency, so when a company starts exploring price hikes for whatever reason

> This story is not incompatible with a more-basic one where inflation debases the currency, so when a company starts exploring price hikes for whatever reason they unsurprisingly realize greater profits (since they were implicitly lowering the price by selling for the same quantity of a less-valuable currency). Imagine that Pepsi was selling for ETH in 2021, then "discovers" after the price of ETH halves in 2022 that they can get away with hiking the price - in this case the price hikes are the consequence of the currency devaluation, not the cause. Then they can increase prices two, three or four times and because they have inflation as excuse no one will say a bad word against them. On top of that they hold their suppliers by the throat so they will be able to keep surplus of money in their pocket. Hence astronomical revenue they have during "inflation".