......................
I mean, McDonald's doesn't charge you based on how hungry you are. They charge you an amount of capital to cover their expense of capital plus a little extra to make a profit.
WRONG. They charge the maximum that they know from experince you are prepared to pay
I was merely making an assumption based on my understanding of business practices in the companies I've worked for... I used McDonald's as a generic name everyone knows, which was probably a mistake.
Anyways, to stay competitive you charge the least you can to make a profit and still get the bid... not the most you can get away with. To do otherwise would be price gouging. It's immoral, imho, to dangle a product in front of someone and ask how much they want it, while you negotiate price.
What if McDonald's started pricing food based on how long ago your last meal was? "Oh, you're REALLY hungry, well these fries are $10, now"