They had watched the business thrive in front of their eyes and were aware of the true potential of the business. They couldn't let it go to waste just because of the stubbornness of one man even if he was the one who came up with the idea.
Zach had a keen understanding of market forces and was able to recognize that pricing his product lower than the princess, even temporarily, could lead to a host of issues.
If he undervalued his sugar, it could create a sudden spike in demand as consumers always sought the more affordable option. The spike would be followed by market saturation and once that happened the demand for the product would gradually even out until there was no new consumer to pitch the product to. If he continued to produce sugar at the same production rate, he wouldn't be able to sell it all off even at a lower rate than the princess.
