Just because they're selling at market price, it doesn't mean that they're not greedy. If they were a bit less greedy, they'd rather have more users for a lower price, which in the long run can actually result in the same revenue. But then I'd get into the luxury brands theory/subject, but meh.

What would you call greed, then?

Setting a price that's more than what your product is worth in the marketplace.

You can always spot real 'greed' because it's always self-defeating in the end.