What it’s all about is “market segregation”

The purpose being to chop up your product differently to get different groups of consumers to pay more based on what they can afford, or the urgency of the purchase.

This is something that business has known about forever, with things like dividing travel tickets up into first class, business, economy, early-bird tickets etc.

What tech has done is enable not only segregating by service and time, but to segregate down to the individual person and find the maximum you’re willing to pay.

And they can look at every factor. In a rush, pay more. Used the service twice last week? You must be in the habit now, so pay more. Using an iPhone not Android? You must be better off, pay more.

It’s hell, and it should be illegal.