I think it is more than a little alarmist to think that any of these guys are going out of business.... cmon.
Also, if commodity prices are up and sales are down, of course you have to raise prices. Your revenue is decreasing but you still have to make payroll and keep the lights on, those costs dont go away. Also, if your raw materials cost more, you have to charge more.
Airlines have tried the "charge less to get market share" game for a long time, even in the face of increasing costs and lower demand... it doesnt work obviously, because all you do is start a race to the bottom where no one wins.
When your costs go up and demand goes down, a price drop would be insult to injury. The only way you can increase revenue IMHO is by offering the customer something that you arent already, something that has value to them that you can attach a margin to. Doing the same thing you have always done in a changing world is akin to economic suicide. Niches dont last forever.
If you are in a business where you only compete because of price, you are screwed, because someone will always do it cheaper, you need an edge, and price is not an edge. This is obvious when looking at craft brew sales.