I interpret "price-gouging" as price discrimination. I can understand why people are unhappy about it. For the consumer in me, it feels invasive. They're getti

I interpret "price-gouging" as price discrimination. I can understand why people are unhappy about it. For the consumer in me, it feels invasive. They're getting into both my head and finances to charge me more. Despite any good intentions of rewarding loyalty, I imagine the model rarely suggests to charge someone less than they normally would. The business owner in me understands the pressures of leaving money on the table, particularly in very competitive industries. It's only costing them more money if they don't do this. It's a tough one. I've seen many examples of algos behaving badly, where my life is being run by companies that think they know everything about me. In many cases they're close, but there's still several where there's an uncanny valley of sorts and I'm trapped with recommendations that are over-optimized or close-but-not-quite-right. I'm hopeful that at some point we'll be better off, but it's a painful interim process. An aside, I don't see your teenage boy comparison being that relevant. A teenage boy has to pay more for car insurance because he's higher risk, not because he has a higher willingness to pay. Cost of insurance scales directly with risk of payout by the insurance company. Your Apple example holds up better.