I'm going to go with a Wargames reference: "A strange game. The only winning move is not to play."Their loss.
There is nothing GW can do to make everyone happy. I'm not saying there aren't things that they could do, but when it comes to pricing I really don't think we're being screwed nearly as much as we think. Even if it doesn't cost much to make things (and that's counting what GW spends on) there is a lot that gets eaten up by taxes, operating expenses (stores, battle bunkers, ect) and everything else. In the very end would you like to know how much GW actually kept of all the money they made in 2013?
In 2013 they had 134,597,000 GBP in Revenue (that's the money we gave them), but when is all said and done all that was left as profit was 16,318,000 GBP. That's their actual Retained Earnings that they actually can claim as a Net Profit when all is said and done. That's 12.12% of the money they took in.
You know what those retained earnings go? That's where those dividends come from, it goes back into the company so they don't have to borrow money to buy or repair equipment and generally keep a large safety net so if they screw up again and have another issue like they did in 2007 they don't have to go borrow money again (they actually float enough cash that they are able to all their debts TODAY if they all come due RIGHT NOW). It also helps pay for stuff like Games Day and new products like those Imperial Knights (GW doesn't record R&D costs separately and the money has to come from somewhere)
So no, GW isn't a bunch of money grubbing assholes and no they really can't afford to lower prices by much (what's 12 pence off a Landraider really going to get you? Part of a candy bar?), at least as they are now. If GW cuts prices they'll need to basically can their largest cash sink: their stores and sales branches. No more GW stores, Battle Bunkers, ect. Just their webstore and FLGSes. I don't think that'd make people who only have GW stores near them happy.