Rodillas Yema Cake Opportunist?

We were on our way home from Gumaca, Quezon from our holy week vacation. All of us were craving for the ever famous Rodillas Yema Cake. So we dropped by their store in Lucena. My brother asked if they still have 10 cakes available, the store attendant told him that they had none left. The van shown on the left side of the photo had cakes on it and the person there was selling it for PhP195 each instead of the PhP165 price from the store. Talk about taking advantage of market demands. I wonder if the store owner connived with the van owner so that they can sell the cakes for an additional cost. They should have increased the store price instead of creating such a gimmick.