> Price discrimination in theory should not drive customers anywhere but rather make them indifferent to their choice of supplier. I think you need to take a s

> Price discrimination in theory should not drive customers anywhere but rather make them indifferent to their choice of supplier. I think you need to take a step back and think about that in the context of the article. If people get a worse price based on their OS/browser/tracking cookies and they know, they will feel cheated. Are you OK with a higher price, because you are on your mobile? Does switching the browser reframe your mind so that your "I am willing to pay price X" changes? I bet not, it is still the same person behind the browser. And humans being humans most will be infuriated to learn they are trapped in a game with intransparent rules.