It allows us to move toward pricing as a coeffecient of wealth which puts purchasing on the same playing field as our namesake economic system: capitalism. Capitalism fundamentally creates wealth through multiplication - share price * shares, asset price * assets, etc. It only makes sense that the wealth created that way is also able to be drained that way.
That's why I'm for allowing banks and investment firms to be able to sell identifiable customer data - so that merchants can effectively price ability-to-purchase into individualized pricing. Markets function better when information is diffuse.
Why shouldn't Bill Gates pay $150,000 for a banana? Proportionally it costs him the same as it would for me.