The phrase 'charge to excess' can refer to overpricing, overcharging, inflation, or gouging. These terms all suggest that the amount charged is beyond what is reasonable or fair. "Overpricing" means charging more than something is worth, while "overcharging" refers to setting a price that is unjustifiably high. "Inflation" can describe the gradual rise in prices over time, while "gouging" suggests taking advantage of a situation to charge excessive prices. To avoid any of these negative connotations, businesses should strive to charge a fair price that reflects the true value of their goods or services.