Apart from the fact that it is a little difficult to price-gouge in an industry with so much competition, there is the additional fact that if they are gouging they're doing a rather poor job of it.

Bottom line is that virtually all the major airlines have a rather poor, well, bottom line. Their margins are miniscule and their return on assets are very poor. Most of the airlines make so little money they'd almost be better off selling their airplanes and putting the proceeds in a savings account.

It is also a little unfair to blame airlines for taking your money: if the service provided is worth less than what it costs, it is not the airline's fault for taking your money, it is your fault for being willing to pay. At root, claiming you have "no choice" but to pay is no different from stating the benefit is worth the cost.

And if the benefit is worth the cost, why the complaint?