All great points. Data significance + education on how it works is super important here (and something I've been personally explaining to many brands and mercha

All great points. Data significance + education on how it works is super important here (and something I've been personally explaining to many brands and merchants). Another thing I'd like to add: most of the comments in this thread are assuming price is going to be increased when in reality a good number of merchants are going to actually end up lowering their prices (and serving more customers). In the end, it's all about delivering + capturing as much value as possible.