Pricing - Why can you NOT raise your prices?

The concept in your head, you're thinking, if I put my prices up, nobody's going to buy. But the thing is, for most of you, you won't have actually tried putting your prices up by a significant amount. Like, who came up with these rules, arbitrary rules in business, that for some reason we're going to set our prices and then we can't change them for 12 months? And then at the end of 12 months, you know, January 1st, we'll put them up maybe by 5 or 10%. Which idiot created that rule, right? Because the reality is, Carolyn, if I sell you something For £5K, you sell somebody a dress for £5K. Tomorrow, if another person comes along and you think, actually, do you know what, I'm feeling a bit confident, I reckon I can do this, I'm going to sell it for £6K today. It doesn't matter what you sold it for yesterday, the agreement is between you and that person in that one specific moment in time.