As with any airline, they'll push the prices as far as they can. We're in an upturn at the moment, so people are spending more. EK (and other airlines) will take advantage.
Once the downturn starts again, expect more sale fares and bonus miles.
Just look at BA. They are cutting down back on almost everything, but they are still making a good profit. There was a post yesterday about the amount of booze that's carried (they are now round-tripping, so it frequently runs out).
m3red could probably drink it all himself