Context matters. The first pig could be like Martin Shkreli, pricing necessities beyond the reach of people who need them. The second could be like Uber, being able to undercut the competition thanks to blatant disregard for laws and good taste. And as for the third, take your pick from these role models:
> The first pig could be like Martin Shkreli, pricing necessities beyond the reach of people who need them.
Source? Who was unable to buy the medicine? According to him IIRC about 60% of the drug is given for 1$ or some nominal. Also, most people's insurance buys it.
The first said, "I charged less than the market, and found guilty of dumping."
The second says, "I charged more than the market and was accused of gouging."
The last responded, "I charged the same as everyone else, and was accused of price fixing!"