It's going to get much worse. We're soon going to have enough data and compute (and are losing enough online privacy) to allow every company to apply personalized pricing down to the individual. My local restaurant is going to know that I am willing to buy a burger for at most $4.57 and my neighbor is only willing to pay $2.91 for it, and they will have the ability to charge us individually. Every business is going to soak each of us us to the maximum extent that the data says they can.
I think there’s a pretty good argument to be made that this is discriminatory. Certainly it’s not something I would tolerate as a consumer. I suspect there will be heavy pressure to regulate this practice out of existence if it catches on.
Not competition, but more like an opportunity for a startup to build a solution that fits in the new gap. A marketplace for people to sell their discounts.
I will make burgers myself. I take this approach with many things and services without great suppliers anyway. And I don't care if it's suboptimal because, in the long run, I'll have better skills and be protected from exactly this trend.
