An academic from Brawijaya University argues that manufacturers, even those producing essential goods like bottled water or shoes, increasingly lack the ability to independently set prices for their products. The core issue stems from cost calculations and market pressures that limit their pricing autonomy. The article suggests manufacturers are not truly independent in determining value. Further details regarding these cost factors and the pressures at play are expected to be elaborated upon in the full piece. This lack of control impacts profitability and potentially long-term sustainability. The author, Mochammad Syamsul Hadi, from the Faculty of Bio-Industry, Agriculture, and Forestry, initiates a discussion on the economic realities facing Indonesian manufacturers.