content: I understand it in principle, but the digitally driven dynamic nature of this change worries me.  With everything going digital, this kind of pricing could start appearing all over the place.  The single-price model is one of the foundations on which the middle class stands, because it enables increased consumption with increased income - many products must be priced low enough to be sold to the lower class.  With personally-targeted dynamic pricing instituted across an entire market, you'll see more money flow from the middle class to corporations for less products and services while they maintain the economies of scale by selling to the lower class for lower prices.  While it's only a strategy employed by a minority of companies, competition will take care of it, but if it is implemented across entire industries... let's just say that your money will lose buying power as you have more of it, guaranteeing a flatter standard of living vs income curve, and lowering the efficacy of the profit motive.  Kind of like the Marxist favorite, graduated income tax, except this time it's for everything you buy.  It's ironically the ultimate manifestation of the free market and the ultimate decoupling of cost of production from price, like the diamond industry. Hopefully normal market forces will keep this practice limited to companies like Uber and keep price variations to a minimum.