A business seeks equilibrium so that as many as possible customers are attracted to the new business and use the products. This decreases the competition a little bit but improves the marketability of the product.
However, market prices are not always in the equilibrium because of insufficient knowledge and experience of the producers, about the supply and demand issues.
This may lead to increased price, but this ultimately decrease consumer demand and therefore, the producers are always afraid of increasing the prices of a commodity.