If someone isn't willing to sell to you for the price you are wanting to buy at, you have to offer more, or go without... that's how surge pricing works.

Just as the opposite works, if nobody is going to buy at your price, you have to come down, or you will lose business... ideally you will meet in the middle via market pricing. The rates are centered around competition with other sources for similar services. There is competition and market driven pricing, I don't see the problem.