There was an electricity provider in Texas that charged market rate plus a small markup. They were crucified when the freeze happened last year and they continued to charge market rate plus a small markup. They also went bankrupt.
Yeah, that's why I said "most". Texas is an especially weird case because of their almost total lack of regulation around pricing. From what I gather there were actually a number of power providers in Texas that charged cost plus. I don't know if any of them still exist but I'm sure there's demand for it because it's such a good deal most of the time.
1. When the price of power went up, everyone spontaneously decided that charging the market rate for power was evil and the company deserved to be destroyed.
2. The company delivered a lot of power at high market rates because customers demanded it. But those customers then refused to pay (and in many cases weren't able to pay), which is why the company went bankrupt.
It doesn't matter so much that there's demand if the government and the population all hate you and you can't collect the money you're theoretically owed.
