I truly do not understand your POV at all. If a company is able to sell a product at a high price and customers are willing to pay....what is problematic about it.
The problem is that it's expressed greed, not commerce. And it's not fair trade. And when every seller does it, it means that everything we buy is trying to get our last dollar. And it is. The end result being that millions and millions of people are living paycheck to paycheck because every dollar of that paycheck is being swallowed up by this entrenched greed. Meanwhile the most clever and greedy and lucky in this 'system' become multi-billionaires and use all that money to corrupt whole governments, and to start wars for profit, and to do all sorts of nefarious things because money is power. And they are amoral. The whole system is amoral, and oblivious to the well being of humanity.
Price gauging only comes if it's a monopoly and customer has no other option.
But monopoly is the goal of every business enterprise under capitalism. Every capitalist ideals wants to sell you a box of nothing in exchange for every dollar you have. And every trade he makes is "successful" to the degree that he comes closer to that goal. That's exploitation, not commerce. And it result of horrible suffering and abuse. While we IDIOTS tout it as if it were some sort of divine right, and even a virtue.
Obviously this is not the case for latte. Even if you take say Apple MacBook which is way overpriced compared to others, they still get customers who are willing to buy it over many cheaper options. So what is the problem again?
The problem is that it's exploitation, not commerce. And when we agree to participate in it, we cause it to spread, and people to become blind to it. Apple convinced the public that it's product is that much better than the others. But is it? Or are they lying? They exploit the fact that most of us don't know the answer to that question. If you have more money than you need that exploitation doesn't hurt you much. But every dollar you have more than you need is a dollar someone else needs but doesn't have. And all this exploitation hurts them far more.
But who cares, right? That's their problem! We think like this because we have been living in this dog-eat-dog environment for so long we can't even see how toxic it is.
Frankly it's just fact that the cost of milk, coffee and electrical equipment has increased. So local mom-pop cafe prices have also increased. Hence your assumption that greedy corporate PPL are price gauging us on latte needs some convincing.
That's because you continue to ignore the real reasons for the increases in the first place.
Your analysis also is historically wrong. Over the last 20-30 years everything from cars to cell phones to computers have only gotten cheaper.
Then why are so many more people struggling to survive economically? The answer is because we have made all these things more essential. And because they are now essential, the sellers have a monopoly. Try living without a car or a phone or internet and see how long you can avoid becoming homeless.
This cannot happen if prices are being controlled by a cabal of greedy corporate ceos.
They aren't being controlled. They don't need to be. Those CEOs are all united by their mutual greed. No one wants to sell more or better products for less money. Everyone wants to sell less product for more money. Because that's where the bigger profit is. So they don't need to meet in back rooms and set prices. They ALL want to raise them and they all know it. The only question is how quickly, and how much, before the public revolts, or one company edges another one out.
I am saying this knowing full well that monopolistic market manipulation is rampant( cases against Microsoft and Apple are case in point). But these are not subverting the price signal as much as you think they are.
The point is that all this greed together is resulting in the average income being barely enough to survive. How much money the average person can spend to live is what is setting the prices. And that means they will live from paycheck to paycheck until something happens to stop the paychecks. Then they will be kicked to the curb and left to die, literally.
This is the culture we live in because we have allowed commerce to become gross and wholesale exploitation. And you're still trying to defend it.