Don't we already have individual pricing on lots of things like used cars, contractors doing work on your house, car insurance, etc? Most people that work in sales have some ability to adjust pricing based on their personal judgement of the customer(mark). Do you think there's not discrimination by a contractor when they come into your house and size you up and what they think you are willing to pay or maybe they just don't like your race/religion/smell. I'm just a little confused when it's so outrageous if airlines or amazon gives different prices to different people when it happens every time there is actual one on one price negotiation.