I think that guy in the video did a good public service by bringing this 10% mark-up to general awareness, hoina ra?

I wonder if there is a legit reason for Bhatbhateni to charge extra 10%.  It does not make business sense to do so otherwise.  Bhatbhateni is a very profitable company, why would they jeopardise all that by doing something illegal?  

Perhaps somebody can explain with a cool head.