If someone or a Company develops a cure for AIDS, how much should they profit from their discovery?

[BrentWil]

The interplay between the administration and the Drug companies during the Health Care debate was highly interesting. Personally, I think alot of the profits from drug companies come from creating more "sickness" then there really is. They do good research and develop a product that could help a small amount of people. They then run ads, and make a ton of people think they have something. Then their profit goes up.

However, an interesting question because what happens when they do cure an awful illness. They have invested money into the product during the R&D process. This is normally not a small amount. However, on the other side, someone that is going to die will pay whatever they can not to die. The question then becomes, how do you balance the two? If someone does create a cure for AIDs, how much should they profit from it?