The Lower of Cost or Market Rule Applies to the Write-Down

The lower of cost or market rule applies to the write-down of inventory values when market value exceeds cost. Why does this rule not allow for write-ups in inventory value?

A) Write-ups in inventory value are more uncertain than write-downs.
B) The most prudent approach to preparing financial statements involves avoidance of pessimistic projections regarding the company's future prospects.
C) Writing up inventory to market value would be inconsistent with the conservatism principle.
D) Write-ups in inventory value are inconsistent with the matching principle.