IANAL but have worked a lot with GDPR. If the pricing is based on, for example, user browsing habits then that would constitute usage of personal data. At a min

IANAL but have worked a lot with GDPR. If the pricing is based on, for example, user browsing habits then that would constitute usage of personal data. At a minimum this would force the company to disclose that this kind of processing is going on in a clear way to users (if the company claims it has a legitimate interest to do so). The other case would be that explicit consent would be needed and I guess no one would be consenting to that. With the upcoming ePrivacy regulations I suspect many of these legitimate interest cases will also become illegal.