It's already a bit strange when I'm on a plane and know the person sitting next to me paid 1/2 what I did, and they're aggressively stealing the arm-rest.
It's different when the airline says "we know you were looking for a flight on this day and time because you checked twice before buying a ticket, so each time you checked, we increased the price, because we figured you were more likely to buy.
This example has nothing to do with the market, it's strictly targeting me as an individual.
I had an experience with Uber where I cut myself and had to get stitches, so put my destination as a local hospital. Instant 3x surge pricing, but what am I going to do, bleed out? I got in the car and the driver said "I was about to switch off because it's been completely dead all night." It was immediately obvious to me that Uber would go "oh, you need to go to the hospital, you'll pay more", preying on the need.