Dubious economics there
If any supplier were to set prices along the demand curve, i.e. at the absolute maximum that any given customer will pay, (and this is tricky to determine) they will always be at risk of being beaten on price by any other supplier. Since they would be charging well over the cost of supply any other provider can come in, charge less, win business, and do so without needing the great economies of scale that Microsoft has.
Price is determined by supply and demand in the market, not just by Microsoft itself, if it gets it wrong it will loose business.
I understand its tempting to think there is no alternative to paying what Microsoft want, to fill your office with PCs, but in reality there are alternatives. Microsoft have to get their prices right just like any business or some smart provider comes along and gives everyone in the company a Mac.
Even if Mr Rich is willing to pay $3.50 to have some one shake in the sugar into his tea, he is also happy to pay $1.00 to have someone else shake in the sugar the same cuppa.