There's another link to the article so you can put the BS meters away.
Of course companies can charge whatever they like for thier products. Our options as consumers are that we can not buy the product or buy the product from another company. If the product is only provided by 2 companies (good luck finding a product on the shelf by anyone other than ATI or Nvidia) and those 2 companies are are colluding to keep the price artificially high reguardless of market influences we have major problems (illegal activity?).
We have laws in place to govern against monopolies to promote fair market practices.
ATI + Nvidia = a monopoly