Isn't this the ultimate goal, though? To be able to charge people exactly what they're willing to pay, no more, no less? The method they're using (your geograph

Isn't this the ultimate goal, though? To be able to charge people exactly what they're willing to pay, no more, no less? The method they're using (your geographic location) is a little crude, for sure, but surely as retailers are able to build a better profile of their customers this is only going to happen more often.