Under what conditions should a business be allowed to change their prices? I'm OK with a computer making the pricing decision, but like HFT it's the frequency

Under what conditions should a business be allowed to change their prices? I'm OK with a computer making the pricing decision, but like HFT it's the frequency that leads to problems. It's a bit sad that the "free market" has to be regulated like this, but beautiful theories break down when you get to the quantum level.