It's a problem because it puts consumers at an even further disadvantage in a game that's already stacked against them. That you're still willing to pay makes no difference - you're still worse off than before.

Maybe it would be somewhat fair if consumers had their own well-funded departments, studying corporations to determine the lowest price they'd still be willing to sell a product for, and then collectively negotiating the price.

But we don't, and it would be a waste of humanity's limited time to play these zero-sum, when we can just make the behavior illegal.