But sometimes, it's a lie.
During the pandemic related supply shortages, prices went up, but so did corporate profits. So, they took advantage of the situation to convince consumers that those increases were justified. Part of their price targeting was based on consumer fear. Sure, demand was high and supply low; but they exaggerated the hell out of it. This was not some invisible hand - these were choices made in boardrooms.
The economic force in this case is enhancing shareholder value, an often overlooked aspect of the equation.