The Financial Times has argued that extracting the maximum possible surplus from personalised data breaches legal norms. The piece labels such practices a form of surveillance pricing that leverages user data to inflate profits.

The article explains how firms use behavioural insights to set higher prices for individuals, turning data into a new revenue stream. This tactic undermines fair competition and erodes consumer trust.

Regulators face a growing pressure to tighten rules around data‑driven pricing models. The piece warns that unchecked practices could trigger antitrust actions and costly litigation.

Industry leaders must reassess pricing algorithms to avoid legal pitfalls and protect brand reputation.