No need to increase the price, they just need to stop spending so much time in making it pretty and instead nail down content and gameplay first.
... Yeah, wishfull thinking. If it ain't pretty, it can't compete.
Happens more and more often too; Stardock has a little controversy on their hands as well at the moment:
Stardock In “Unfinished” Game Drama
Wardell On “Unfinished” Controversy