Under capitalism it's always been the case of"what is this worth to you". The difference is in the past if a company overcharges then a competitor could come along and undercut them (so long as the gap was big enough that it made financial sense).
Unfortunately, monopolies, regulatory/government capture, vertical integration, marketing and cartels have gotten so far out of control that consumers are left with little choice but to suck it up. And most governments in the Anglosphere don't really care.
No, not everything in that list applies to every industry. The car market isn't a monopoly, but it definitely has issues with government and regulatory capture (and perhaps others, I'm not expert in auto manufacturing). But even without those issues the nature of car making today gives it a high barrier of entry for new comers.
And as others pointed out, the fact it's not a monopoly leads to more unpopular ideas being scrapped.