Let's be honest, gouging isn't very nice

I've noted my support for leaving prices along in disaster zones on this blog before, but one thing I've been meaning to talk about is that it still doesn't seem particularly nice to gouge. Clearly there are extra costs in a disaster zone. If you are incurring those costs obviously you have reason to raise your prices. But raising them because the market will bear the raised prices doesn't seem very nice. I think most people's instinct in a crisis is to be more generous, not to take financial advantage of it. You have to wonder about the sort of people who raise prices simply because they can (again - if they're incurring extra costs obviously they have good reason to raise the price).