The biggest thing is to be aware of how much things should cost, and just refuse to buy them if they’re gouging.

Can I afford $13 for a case of Coca-Cola? Sure, I absolutely can. I can afford $24 a case. I’m just not willing to pay that. That same case was $7 in 2019. You can’t tell me their costs have doubled.

And even if I believed their costs doubled (and I don’t), that doesn’t mean their prices have to double. They’re not entitled to growing percentage profit on a larger number. Just because they made 20% on that $7 case doesn’t mean they deserve 20% on that $13 case. 20% of $7 is $1.40. They could absolutely take $2 profit on $10 and be happy with it. But they won’t. Because people don’t pay attention and they can get away with it.

There are enough barriers to entry and cooperation among would-be competitors that they can charge basically whatever the duck they choose.