Because it’s cynical opportunism, cashing in on the demise of a great little engineering firm. SJS have already bought the products from Middleburn, none of the money they get now will benefit that company.
Yes, it’s business, but business relies on customers, and if customers choose not to use your business because they aren’t happy with your business practices, then you’re loosing potential trade. If your reputation suffers as a result of your desire to make a quick buck, then it can have a negative effect. What will SJS make from pushing it’s Middleburn prices up, a few grand? And what do they potentially stand to lose as a result of people choosing to shop elsewhere because they feel SJS are a bunch of shysters?