> We may not like it, but your last point is almost the exact definition of what a "price" is. Things don't have objective "prices" as an intrinsic quality. They don't even have "reasonable" prices intrinsically. A price is no more, and no less than an agreement between buyer and seller to make a transaction happen.

The difference is that most companies aren't pricing their goods to the maximum amount they think they can get from you personally. They instead price things according to what the majority of their target market is willing to pay.

You can say that ultimately it still comes down to paying only what you're willing to spend, but I might be willing to spend $20 on something, yet also be unwilling to spend $20 on it if I know you've been charging everybody else $12 for that same product. Consumers find personalized dynamic pricing to be unfair and discriminatory and for good reason. There's a really big difference between a company who uses their advantage in pricing to screw over everybody for extra profit and one who uses their advantage to personally screw you over in order to take more from you than they could normally get away with.

Publicly disclosed prices that apply equally to everyone puts a boundary on much a company can take advantage of any one person.