Because nobody has actually done this yet, this is just a question some senators asked in a hearing. It's a weird question, but the answer doesn't necessarily seem to be "no".

I think it's more of a "You have never bought this brand, so it's going to be 50% off today because we want you to consume as much as possible and keep coming back", not "You're a gamer, so the Mtn Dew Game Fuel costs 50% more today", or "You're rich, so everything costs 3x as much".

Companies already do this with their apps, issuing coupons to try to expose certain customers to more products. Dynamic pricing just seems like a less transparent and ultimately worse way to do it. It essentially kills couponing as an art form, and I am quite good at shaving 40-60% off of a grocery bill.

If this model succeeds, I worry about what it will evolve into.