Dynamic pricing is the future of everything. If consumers are willing to pay 1.5x, you are leaving money on the table by only charging x. In fact in a fully optimized system, once consumers have all of their wants and needs met, they will have zero dollars left over. (Expensive end of life care tends to have similar results today.)
NPR did a piece on it last year which to me came off a bit too cheerful.
NPR did a piece on it last year which to me came off a bit too cheerful.
https://www.npr.org/2024/03/06/1197958433/dynamic-pricing-gr...
Using only time of day is fairly primitive, though. We can do better. With facial recognition, we can probably personalize prices to the penny.