It is the goal of every business to maximise profits. As a business, it is your responsibility to price your products in a way that will yield the most profit.
This is how the article starts, and it might be somewhat off-topic, but I disagree. Plenty of businesses (at least privately held ones) have the goal of simply making enough for the owners to get by. Not to optimize for the absolute maximum. And why should they be responsible to do so?