One can easily argue that by having flat pricing they're doing their fiduciary responsibility because it's setting the company up to succeed in the long run through strong consumer trust.
One can argue that by having regional pricing they're doing their fiduciary responsibility because it's setting the company up to succeed by having success in more markets.
The takeaway from Dodge vs Ford [1] is that not fiduciary duty means dollars at any cost. It's that you need to have a reason that is good for the shareholders. If you don't bother to claim it's good for the shareholders then you're not doing your fiduciary duty.