Manufactured goods with a wholesale/retail price structure can mess with the price some depending on market demand, but most luthiers I know are priced so that they can just scrape by, plus a modest profit margin as they become more established. There's not much room for marketing ploys.
Besides that, many of us are having a banner year. Not many of our customers are struggling, and spending a lot more time at home can cause one's musical instruments to become a more important part of one's life. And life is short.
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