Yes very fair point. I just had a dystopic thought of dynamic prices (electronic price tags?) that update in real time based on information. Is the person undecided? Brand A bids to lower their price slightly. Is the person looking at the same item on Amazon? Read the price and beat it by 10 cents or whatever. Those are situations where it might benefit the shopper, but I could easily see it going the other direction also. not looking at the item on Amazon? Now you're gonna pay too much. And of course, store the complete history of what strategy works with which people so "the algorithm" can tune for your individual weaknesses.