The only real answer is that a company should seek to charge the price that maximizes their long term profitability. If that's $50 to click a button, that's $50 to click a button.

But this rule completely breaks down when you're dealing with regional monopolies like Comcast. In that case, you do have to introduce the concept of pricing fairness to avoid someone abusing their monopoly - as Comcast appears to be doing in this case.