That formula has to include charging what the market will bear. They can certainly increase the price and sell fewer copies, and maybe that’ll be more profitable for them in the end, but they certainly can’t jack up the price and assume all their current customers will stump up to grow their profits.
People’s income hasn’t increased all that much, the wealth gap in many countries has only grown. Games cost more when they were a niche product, and cost less when the audience and potential sales grew. Maybe they’d prefer their billion dollar industry went back to being more niche and only for the wealthy.