Sure, the "industry people" set the cover price, then we own the books, setting our own prices. If I wanted to sell one of my cars, I can ask whatever I want. If I'm serious about making a sale, I'll research FMV and work from there. If I want more, then I cross my fingers like the comic book sellers asking high prices.
And both companies have set their prices for these brand new products/services. CGC didn't make the comic in the slab.
As long as there is Sales Data to draw from, "we" do. If you mean a brand spanking new book straight from the Press (or whatever) to CGC, it's the seller, then it's "us".