This happened when the 2008 credit crunch started.
I was in Asda with DH at the time and for some odd reason I very distinctly remember 8 packs of orange clubs and penguins on "special offer" at two for £4.
Turned to DH and said, "they can fucking keep em then".
Noticed it again and again over the following few months and that's when I learnt want and need are two different things and own brands and cheap shops were not going to poison me.
A lot of people developed the "fuck the greedy bastards, they can keep it" approach at the same time.
That is when Poundland, Pound world, Farmfoods, Aldi, Lidl, B & M, Home Bargains, Savers, Wilkinsons etc. really took off.
The supermarkets rued the day they got greedy with a painful loss in market share and had to drop prices eventually to compete with the cheaper shops which all bar one are still there and not gouging.
It will happen again because a lot of people will have no choice but to go looking for a better price. Some will just do it because they are pissed off.
It is going to be harder this time though because the Mysupermarket website is gone. Strange how many price increases and ending of special offers followed quite quickly on the heels of it's closure.
Gouging, even slight gouging, is noticed and remembered long after the causal crisis is over. No shop, big or small, should forget this.