Business is about making money. Don’t hide from that.
When motor company Porsche was considering whether or not to enter the Sports Utility Vehicle market they surveyed potential clients to ask them whether they would buy a Porsche branded SUV and how much they would be willing to pay.
Using this information they priced, designed and launched (in that order) the Porsche Cayenne.
Cayenne sales have been through the roof. Out of the 225,000 cars sold by Porsche in 2015, 73,000 were Cayennes and 80,000 were for the Macan (a second crossover SUV).
Porsche priced the Cayenne at the very high price that would be customers were willing to pay for the car (rather than as a function of how much it costs to produce). This approach made the Cayenne the world’s most profitable SUV and helped pull in a significant part of the companies $3.8 billion profit in 2015.
Porsche is making a massive return from the Cayenne and the customers — listening to the powerful engine — don’t care.
Making a remarkable profit isn’t being greedy. As long as your clients are happy and you’re not doing anything illegal you should be proud of your high margins.