Neil Freiman

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We are all unwitting participants or guinea pigs in retailers' experiments to extract as much value from us as possible.

They want to charge us the maximum amount of price that we are willing to pay.

And with algorithms and fast-changing pricing online and in e-commerce, they can do that.

And what I thought was the most egregious example of us being in an experiment was the fact that in one of these tests, they looked at a brand of saltine crackers at a Safeway in Seattle.

Now, the final sale price was the same for everyone, $3.99.

But it was shown that these

these saltines were at a discount.

The original price was different for every other volunteer.

One of the original prices was $5.93.

The other was $5.99.

The other was $6.69.

So the final sale was all the same price.