 We figured that out. We know what his limits are. He's schedule-driven, not price-driven. Right. With an extra $200. Wow. For instance. And airline pricing is complicated in various ways, but the main point of the article is, quote, "...what's far more disturbing is the rise of personalized pricing, digital retailers' practice of exploiting your own data to charge the precise price you're willing to pay, which might be different from what the next guy next to you would pay."