Ridiculous Markups

I am often amazed when I walk into a store at the seemingly ridiculous markup on the items being sold. As an entrepreneur, I will price my items to where I can make a profit but not price them so high that customers walk in my store only to turn around and walk out thinking that they can make the products I sell for a quarter of what I am selling them for. Why the ridiculous markup on items anyway?? The business owners would sell way more merchandise if they would keep their prices reasonable because even the "do it yourselfers" will often buy it ready made if the price is right. Making a profit is definitely an objective in running a business but many people seem to get carried away with it and in my opinion lose business due to ridiculous markups.