Heard a blip on the radio that Amazon was possibly opening physical stores but without actual price tags on the items.
You have to point your smartphone at it.
After you've been identified, your personalized price is based upon algorithms from data already collected over years by the .db brokers.
The obvious variables would include wealth, spending habits, immediate need, shopping diligence, etc.
But they could also include many more personal data-points such as physical health, political affiliation or other factors which many people might find a bit creepy.
There are currently zero laws against [myself as a merchant] charging Sara
twice as much as Frank for the same item or service. I don't have to explain anything to Sara when she complains and the complex code I use is very proprietary and secret and always changing.
Some misc reading for reference:
CNN.com - Web sites change prices based on customers' habits - Jun 24, 2005
Dynamic Pricing: How to Beat Back Price Bots and Get the Best Deal
How Web Sites Vary Prices Based on Your Information (and What You Can Do About It)