Anyone can use coupons. Even if they don't want to spend the time to do it, they could. Same with store brand products made by the name brand manufacturer the choice is up to the consumer.

Uber's price discrimination is opaque. Even if they aren't doing dastardly things with it, people don't like feeling ripped off. We have no way of knowing when we are.

Two huge differences:

1. The existence and mechanism of coupon programs is visible instead of secret.

2. They are not based on creepy individualized spy dossiers.

Coupons of yesteryear, maybe.

But most big box stores have moved to digital coupons that are indeed customized based on their creepy individualized spy dossier on you. At our grocery store, my partner and I get different coupons or even different deals for the same items.