Hmmm, if you take a brick and mortar store, they have fixed costs to renovate and decorate the store, and they likely have capacity of the store that is not used during non-peak period as well. They charge for item sold, to cover for all costs they incurred for capacity of the store even during non-peak period as well. Is this an equivalent comparison? Don’t businesses generally roll in the fixed costs into their price and charge per unit still?

Are you familiar with why movie theaters offer matinee tickets at a lower price?

It’s not like a brick and mortar store, it’s more like a hospital.