I don't think bond prices really matter. They do on treasuries as these are routinely bought and sold.
But consider that most banks, card companies, etc are more like retailers. They buy money at a certain price X (their funding costs) and sell it at Y (loan/card interest rates). As long as Y-X is positive, they're broadly OK.
The ultimate owners of these bonds are pensions, insurance, endowments, and other large actors who are basically price takers. They have huge piles of money to invest ($xx/xxx billion), and limits in how much risk they can take (e.g. only investment-grade debt) but beyond that, are looking for the best price offered given how much they need to invest, and matching the term (e.g. 5 years) to their portfolio needs. These people tend to hold bonds to maturity and just reinvest the proceeds when they mature. They don't sell them on the secondary market as much.
When Grandpa Joe / Grandma Jane decides to sell some of their retirement fund to pay for their grandkid's Christmas presents later this year, you can bet that they'll be selling bonds to get those dollars!
When those bonds are suddenly worth 5% or 10% less due to rapidly rising interest rates, on top of 7% inflation, they'll be pissed. In any case, you're basically causing the retirement funds of millions-of-Americans to suddenly decline in value.
This decline in value is arguably more important than the coupon value itself. That's all I'm trying to say. If you focus 100% on the coupon rate, you're ignoring the greater effects of the market.
But consider that most banks, card companies, etc are more like retailers. They buy money at a certain price X (their funding costs) and sell it at Y (loan/card interest rates). As long as Y-X is positive, they're broadly OK.
The ultimate owners of these bonds are pensions, insurance, endowments, and other large actors who are basically price takers. They have huge piles of money to invest ($xx/xxx billion), and limits in how much risk they can take (e.g. only investment-grade debt) but beyond that, are looking for the best price offered given how much they need to invest, and matching the term (e.g. 5 years) to their portfolio needs. These people tend to hold bonds to maturity and just reinvest the proceeds when they mature. They don't sell them on the secondary market as much.