Isn't this... obvious? Experimenting with offline prices and measuring its impact on sales is hard. Doing it online is very easy. You can even show different p

Isn't this... obvious? Experimenting with offline prices and measuring its impact on sales is hard. Doing it online is very easy. You can even show different prices to different users and gather information about their shopping throughput. Thinking that a company's ultimate goal is to increase profits, it's easy to see why they would want to do this.