I agree with you that HSA's price policy is less than optimal for HSA itself.
However, as we've seen in the past when Fyra first started operating between Amsterdam and Rotterdam, passengers were unwilling to pay HSA's fares (which were 60% higher than NS domestic fares). When Fyra Brussels started to operate, it didn't get even 1/3rd of the occupancy rate of the old Benelux train despite being faster. Passengers were unwilling to pay for the fare increase, once again. As a result, the regional train from Roosendaal is overcrowded and the parking place in Essen is nowadays mostly filled with Dutch cars.
Either HSA continues with their high prices (and empty trains) and thereby going bankrupt, or they adjust their prices hoping to attract more passengers. Given that empty trains would be bad for the public image of HSA as well as the ministry of Infrastructure, HSA is more or less forced to do something.
As the Dutch say: "het is pompen of verzuipen".
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