Normal costs. https://en.wikipedia.org/wiki/Hypercorrection

"Price gougey" implies that the prices are unethical; not in compliance with ethical norms; not normative.

'Not normative' doesn't mean 'not in compliance with ethical norms'. It means not pertaining to ethical norms. It's not the correct word, however you twist it.

Here's some more info if it helps: https://en.wikipedia.org/wiki/Normative_statement

Exactly! And when all US companies refuse to lower their prices, they should start sourcing from foreign companies to increase competition!

Oh hey look, I'm signing yet another contract with an arbitration clause when signing up for a cell phone service. Must be my fault that all of them require the arbitration clause...