All potentially illegal, but more often legal and not even controversial. The important distinction is whether the prices were set to maintain or exploit a non-competitive situation, vs. to compete in a still fair/open market. There's no issue with undercutting competitors if they exist. There's no issue with charging a brand premium. In either case, competitors can respond as they see fit. It's only when there are no competitors that these choices deserve scrutiny.
All potentially illegal, but more often legal and not even controversial. The important distinction is whether the prices were set to maintain or exploit a non-competitive situation, vs. to compete in a still fair/open market. There's no issue with undercutting competitors if they exist. There's no issue with charging a brand premium. In either case, competitors can respond as they see fit. It's only when there are no competitors that these choices deserve scrutiny.