Those prices shown on the website - whether for businesses or consumers - are such that maybe about 10% of new sales go at those rates. Depending on the channel and company size, sellers have special prices in use that most customers get. That online (price) is for the lazy ones 
It’ll be interesting to see the effects of that price increase - often it seems that customers are quite lazy to compare prices, but this is, of course, an exceptional increase. Naturally, it will depend on what the competitors do at the same time.