Imagine you walk up to a shelf and all the prices reconfigure based on a model of the most you would be willing to spend for each item, including putting fake "normal" prices so that the "sale" price you are shown is whatever percentage markdown makes you likely enough to buy.

There's no advertising here, there's just aggressively trying to drain each person's wallet as much as possible and seeing how far you can get before they change behaviour.

One example: my friend and I both requested rides using the same app, standing next to each other to the same street in the same neighborhood 3-4 miles away. He owns a car and rarely uses car services, I do not and it's my primary transportation. The quoted cost of his ride was half mine. It was shocking.