This is why so many firms go to considerable trouble to explain their cost structure and point out costs consumers may not realize exist. Pharmaceutical companies, for example, emphasize the research and development costs associated with new drugs. When a high price is clearly not supported by cost, buyers take offense. For example, after Hurricane Katrina in 2005, some landlords sharply raised rents on undamaged properties, even evicting some low-income tenants. Gulf Coast residents faced with those increases were outraged that some property owners would take advantage of the disaster to profiteer.