While not a painter, I will lower my prices on wall ready photography if and when Costo picks up my work and I can sell at Wallyworld volumes. Until then, I remain expensive.
Edit: That is what I got out of the article BTW. Sure, wine produced in great volume can go down in price and still provide the vineyard a profit. BUT, if the vineyard were producing a few hundred bottles a year total, they would be out of business pretty quickly if they sold them for 11 bucks.