Quote - Price is set by the seller, and if a lower price means more sales, and more total income, you can't call it underpriced.

That's what I believe too. While I am not a merchant, I do have experience in business, having run a business from my home for several years. My business involved a great deal of my time "manufacturing", as it was homemade bath and skincare products plus fragrances. I spent time shopping for supplies, trying out different formulas, packaging and marketing etc. It was very time intensive. I decided when I started that I could sell for more and not sell much, or I could sell for less and sell more and ultimately make more money. I did price checks at stores that had similar items to what I was making and selling, and then I would sell for less than what the cheapest place was selling for. It worked out very well. People liked my products and they liked my pricing.

"It is good to see ourselves as others see us. Try as we may, we are never
able to know ourselves fully as we are, especially the evil side of us.
This we can do only if we are not angry with our critics but will take in good
heart whatever they might have to say." - Ghandi