Agreed. Consumers have the greatest control over how much companies can charge - if they are willing to overpay for cheaper to make products,then they will make sure they charge as much as the market can bare.
If consumers don't pay the higher prices,the companies will be forced to cut prices.
Businesses are not the friends of consumers - both AMD and Nvidia are nobodies friends,and people paying excessive amounts for small chips,only serve to increase the bonuses of the respective CEOs who can then buy a nice new 911 instead of a cheaper Cayman!
The moment people start making excuses that they want to pay MORE for any companies products instead of expecting them to be cheaper,then that is when marketing has done its job,and research has shown what happens:
http://www.bbc.co.uk/news/business-13416598
If people really want to throw their money away,then maybe they should donate it to their relevant governments - many of the countries in Europe and indeed the US have trillions of dollars of debt. Better that money helps reduce it quicker!
Heck,even over-repayments on your mortgage,credit cards or educational loans. That will save you more money than demanding your graphics cards cost more.