They are milking the market now.
Make no mistake here: they also plan to retain these high prices. It's like the mafia now. There should be instant-jail time to cure these CEOs of their greed. Like, go to prison for a week, to help refresh your mind and stop thinking in terms of milking the customers dry.
If/when the bubble pops demand will fall so hard they'll have little ability to keep prices too high. Especially with Chinese companies pushing out a lot more product by then.