I'd say with how things are going, companies won't "lose" customers, but instead the few companies who still honour the original prices will gain customers, long term.They can charge higher prices, and I guess as there's no real competition in the market so there's not much consumers can do about it. We just have to accept it.
Companies can take advantage of market short falls, but they are also gambling a bit that they won't lose customer long term. The default isn't always to take advantage of customers for short term gain, many companies that have to work hard for their customers put happiness and loyalty over short term gain. OCUK has absorbed all the costs that price increases have put on the cards they had already sold.
With the store I bought the 2 TUFs at it's difficult though.. They honoured my original orders but if cards become in stock every now and then, they are higher priced than at the competition so.. meh...
"The customers" could do a lot about it, but "we customers" are split into "I'd pay 2k for a 3070" and "I'll wait for original msrp prices".
So I'd correct your statement to "Not much the non-stupid or non-rich customers can do about the rest of the customers buying the cards even at currently inflated prices".
Although it would be quite interesting to see people "rioting" their way into nvidia headquarters similar to what happened at/in the white house