ou go to buy a ticket for a flight; you think the price is the price, but, in fact, the airline is using lots of available information about you to present the highest price they think you will pay. Yes, airlines have always tweaked prices based on status or frequency of flying, but this is different. This is companies using information you didn’t share with them, determining what they, openly among themselves, call your “pain point,” the maximum you will spend before you say, “OK, I just won’t see my mother this year.”

Some insist this is just the market at work, but what can we do if we decide it’s actually an instance of using technology to do something because it can, without adequate consideration of whether it should?

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