The people that facilitated this behavior and got wealthy from it, the C-suite people, should be out in prison for this as well, as well as be forced to pay a huge fine.
This should serve as an example for other companies not to behave in the same way.
Agreed. This is straightforward fraud: they promised to find the lowest possible prices, and instead deliberately overcharged people in order to line their own pockets. In a properly regulated industry, this would be a violation of their fiduciary duty, which is punished extremely severely.
This should serve as an example for other companies not to behave in the same way.