Unfortunately it's the right choice. Otherwise you get gobbled up by others doing it. And with the wage gap being as wide as it is it no longer makes sense to try to sell a lot of things to the lower middle class, instead fewer more expensive things to the upper class.
It sucks ass. But California and one other place have legislation they're trying to pass I think that says it the wage gap at a company is so large taxes go way up based on the gap and they use the taxes to help fix the gap. So hopefully that works out...!!