Will Personalised Pricing Take E-Commerce Back to the Bazaar?

"“I think it harms consumers from the perspective of privacy,” added Ryan Calo, assistant professor of Law at the Univeristy of Washington’s School of Law, whose work specialises in law in digital markets. “People don’t understand that their reservation price is being hit on the basis of the data about them. People don’t realise that by giving up information about themselves they are getting a worse deal.… I think that consumers, when they hear about it, are not happy about it. Companies that have tried to do it they have got some pretty serious push-back.”"