NSW bushfire rip-off merchants warned ANY Blue Mountains landlords seeking to capitalise from people who have lost their homes in the bushfires are "heartless grubs" and will be fined and shamed. That's the message from NSW Premier Barry O'Farrell who says Fair Trading is investigating reports one landlord tried to ratchet up his rent ahead of an anticipated increase in bushfire-affected people seeking temporary accommodation. That's unconscionable behaviour. Fair Trading will crack down on it," Mr O'Farrell said. We have the power to name and shame people that engage in such practices. This sort of bastardry, trying to price gouge off the back of a natural disaster, is unacceptable. Any "heartless grub" seeking to benefit from someone else's hardship could face a fine of up to $220,000 for an individual or $1.1 million for corporations, he warned. Fair Trading inspectors are on the ground in bushfire zones on the lookout for such behaviour. Anyone aware of price gouging or who has concerns about conmen moving into bushfire areas should call 1800 213 428.