As the article shows however the discrimination is always also against less tech-savvy (or less educated) people, who often are also not rich, for example older people. My parents would almost always pay more for online shopping products than me because they don't know the best way to search for prices, or can't tell which shops are trustworthy.

Less savvy people are always going to get worse deals. My mom does not read English, so she did not take advantage of coupons on newspapers, even though we were poor.

The game has obviously changed quite a bit, but I specified “able and willing to pay more” for this reason.

Two factors coincide for a buyer to make a decision to purchase something, ability and willingness. The seller does not benefit if they drive away people who are not able to pay more with too high prices, and if they give discounts to people who are able and willing to pay more, but savvy enough to figure out how to get the discount.

So a seller will enact hurdles for the savvy to see who is willing to do more work to get a discount, or they can sell under different labels to sell to both people paying lower prices and higher prices, under the guise that it is a different product.

Most common though is to slightly tweak a product so that you are not selling the same exact thing at different prices, so the person paying more feels like they got more for more money.