The alternative is they could charge more. They could. And people would pay it.
This is what consumers are always told. Prices go up as demand goes up or scarcity increases.
Paying more would not help you when there is no more supply. It is a zero sum game.
Maybe you could pay someone else who is less desperate to part with some, but that does not increase supply.
Nine women cannot produce a baby in a month, even though you could average about one per month if you wait about nine months.
The problem isn't the price. No matter how much you pay, you can't take delivery of a chip that doesn't exist. Now, you could raise prices to the point where you destroy demand. But that's a tricky window to maneuver through.