This. B2C expectation is a fixed price, as if it was a property of the product or service, and any sudden changes need some plausible justification (like idk. import costs just went up because of a calamity, or sth.). When I go to the grocery store, I don't want to pay whatever I can individually negotiate with the seller - the hassle and resulting unpredictability has a large dollar cost on individuals' life too.