The main thing we see are individuals hoarding a product, setting up a shop to profiteer from an unfortunate and temporary event.

The situation is temporary and it would be a lousy business model to start developing a "new" product based on the possibility of asking a high price for a short period of time. The incumbents increase in revenue comes from additional number of sales, not from the price hike. What happens when the demand surge goes down? Who is more likely to stay?