I'd feel bad paying less. I recall when Singha went for eight baht in the watering holes. For all their complaints the regulars remained, periodic increases notwithstanding. NEP caught on, less because its prices were between the two rival nitery entertainment areas than it offered raunchier shows. It still does and expects elbow-benders to pay to watch them via higher tariffs on suds and firewater.
Business is business after all.
At Foodland supermarket, a small bottle or can of Singha is 26 baht. To be sure, overheads have to be paid and the payroll met. Anything is worth what you are willing to pay for it. Van Gogh couldn't give away his paintings while he lived. Today, his canvasses are worth tens of millions of dollars because that's what buyers are paying.