But you can't lower prices for the same quality product, that tells your former consumers that you're being disloyal to them.
You have to increase your prices because every other brand increased their price during record high demand and normal supply.
You have to increase your production because otherwise you'd miss the opportunity. Of course, now you're humming at less than your full capacity.
Business is a tough thing. I've worked in technology manufacturing in Silicon Valley; it's always a difficult balance.