When your desperation becomes part of the price

Prices once reflected the product and the market. Increasingly, they can also reflect what a company knows — or thinks it knows — about you.

Surveillance pricing uses personal data, behavioral tracking, and algorithms to estimate what a consumer may be willing to pay. If the system can infer that you are in a hurry, financially stressed, or unlikely to walk away, your vulnerability can become part of the calculation.

Companies watch us. We deserve tools to watch them back and make exploitation costly.

Websites, apps, and data brokers can collect or infer information from searches, purchases, location, browsing history, and even mouse movements. Combined, those signals can build a detailed profile of what you want and how price-sensitive you may be.

The Federal Trade Commission began investigating this