[maksimum]

> I don't interpret this as charging different customers different prices per se.

Based on my experience Lyft and Uber charge different prices to different customers with identical trips. I've tested this by asking friends with who I'm about to share a ride with to request the same trip as me, and compare prices. We've observed differences of 10-20%.

> Knowing what your service is worth to customers so you can extract a greater fraction of this is pricing 101.

Where this becomes problematic is in the age of big data. When a company can build an accurate profile of me, they can extract maximum prices from me. We need laws that mandate what definition of "profile" is allowed to be used for pricing.

I'm not sure why we accept price discrimination at the individual level for airlines and Lyft/Uber. I'm pretty sure people would be outraged if Amazon started price discriminating based on your purchase history.