The problem is that as much as companies love this, shoppers *hate* it. Last summer, Delta announced that it was going to surveillance price every seat on every flight, only to face such a massive backlash that they had to make another announcement bemoaning the fact that we'd all misunderstood their (unambiguous and extremely damning) announcement and they were actually going to do no such thing:
https://pluralistic.net/2025/07/30/efficiency-washing/#medallion-clubbed
11/