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.

But the supermarkets will do it too

The prices are literally marked on the shelves.

Today, yes. I can imagine a future where that sticker is replaced with an electronic display, and facial rec shows you an individualized price.

You don't think customers are going to figure that out by talking to each other and comparing prices on the spot?

Do you ever talk to other humans IRL?