I am going to write a long answer for this. Let’s examine some analogy first:
Say you are farmers of mangos. Say there are those willing to pay a lot for those mangos.
You have several options
1. You can give the mangos away for free.
2. You can let your mangos rots.
3. You can sell your mangos to “small buyers” with great discount for those least able to pay for it.
4. You can max out your profit by selling it at market price?