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For generations, posted prices made shopping feel predictable: Shoppers generally saw the same price for the same product and could compare it across stores. Then came dynamic pricing. Airlines adjusted which fares were available as seats filled. Now prices for rides, tickets, and groceries can shift while you shop. But when two people see different totals, what explains the gap? Companies have long used group pricing, too — think student discounts. Online, it can be harder to tell which group you’re in. Experts worry companies could use data about you to set a price based on what they think you’ll pay. That’s personalized pricing. When personal data is used to determine the price, critics call it surveillance pricing. For this “So Expensive” investigation, we ran pricing experiments, dug through patents and government records, and examined companies including Uber, StubHub, McDonald’s, and Walmart to find out: Are companies creating prices just for you, and could that mean you’re paying more? 00:00 - Intro 02:04 - From Price Tags to Dynamic Pricing 08:43 - Group Pricing 15:02 - Shift to Personalized Pricing 23:49 - The Loyalty Trap 28:42 - Credits  ------------------------------------------------------ #dynamicpricing #surveillancepricing #personalizedpricing #costofliving #consumers #soexpensive WATCH MORE FROM SO EXPENSIVE: How Amazon's Low Prices Raised Prices How AI Data Centers Are Making Everything More Expensive Why Uber Is More Expensive ... For Some People Is This The End Of The Price Tag? | So Expensive | Business Insider