Everyone always wants to charge as much as they possibly can, and if SK Hynix would be the only manufacturer prices would be 10x of what they are today. Especially new incumbents will not ruin the market prices as they have the highest upfront cost and their calculation of entering the market is probably based on the high prices that can be achieved. In the long run, more competition is still good as everyone ramps up production to profit more from the high prices and at some point supply will outpace demand and prices will fall (assuming no cartel / price fixing is involved).