content: Well, this is different than refusing to do business (e.g., bake a cake). This is 3rd degree price discrimination, which is charging different prices for different demographics of consumers. If it were being done by a wholesaler when selling to a distributor/reseller, that would be illegal (Robinson-Patman act). When enacted by a reseller, such as in this case, price discrimination is not technically illegal. Since they're not refusing to do business based on demographic, I don't think the courts can do anything. It's just tremendously stupid. But the thing is, betas will still shop there and gladly pay the extra 7%, because they're evolved, and evolved cucks can't resist that kind of virtue signaling.