Pizza Hut Started doing 10$ large pizzas with any toppings. Doesn't that mean they were ripping us off before?

Making profit is not ripping people off. The value of your product is determined by how much someone is willing to pay for it. If the market declares they have to sell it for $10 to be competitive and stay in business then they either do it or go out of business. Simple economics. If you thought $24 was too much to pay for a pizza you wouldn't have bought it. You should be happy that because of many people's economic situation at hte moment they need to lower their prices to $10 to compete when you would hav been willing to pay $24. Are you ripping someone off if your ebay item sells for 50 times what you bought it for ?