Subscribing to a pricing data service: legal.

Using data feed to guide pricing and set initial figures: legal.

Agreeing, either implicitly or explicitly, to let the pricing data feed set the price floor: collusion.

Leaving units unsold and refusing to lower the price despite insufficient demand: usually a bad business decision, possibly indicator of a market failure.

Leaving units unsold to maintain agreed-upon price floor despite insufficient demand: collusion, market manipulation. Congratulations, you are a cartel.