 But then this writer says, I kept seeing the rigged game everywhere, in every Uber ride, every Amazon order, every trip to the supermarket. All these businesses know so much about me that they can see a number blinking above my head, the exact price I'd be willing to pay in a given moment. That's troubling. So we've all had the experience, because it is confusing. I think we've all had the experience where you book flights, you're looking around, and you can figure out that like on Southwest, you book two one-ways, for some reason it's like two-thirds the price of the round trip, same flights.