Surveillance Pricing: The Hidden Cost of Your Personal Data Have you ever noticed that prices seem to fluctuate depending on how and where you shop? Maybe you’ve used Instacart or another grocery delivery app and found that the price of your favorite milk online is higher than what you’d pay in-store. At first, these small discrepancies might seem like an unavoidable part of online shopping. But what if I told you that businesses might be charging you more based on who you are? Surveillance pricing is a practice where companies use personal data—such as your age, gender, income level, or even your location—to adjust the prices you see. Essentially, what you pay for everyday items could depend on what retailers assume you can afford. A recent Federal Trade Commission (FTC) study revealed how this type of pricing discrimination is becoming more common, with companies using advanced algorithms to analyze consumer behavior and set prices accordingly. For example, someone shopping in a low...