"oy, where's my change?"
"What change?"
"For the money I gave you"
"Besides payment for your 10 Dollar Lemonade special offer, I didn't get any."
"But the sign says 1,50!"
1And a nice day to you, too"
"Wait! I want my..."
"I said: A nice day, Sir."
Sometimes it's three places. And they all understand that they can charge whatever they want as long as they all (quietly) agree.
Guess what. The cell phone towers they built 10-20 years ago don't cost anywhere near $40/line to maintain. While working for one I even got an email that said we were raising prices to match our nearest competitor. (Upgrade fees in this case.)