It's going to get much worse. We're soon going to have enough data and compute (and are losing enough online privacy) to allow every company to apply personalized pricing down to the individual. My local restaurant is going to know that I am willing to buy a burger for at most $4.57 and my neighbor is only willing to pay $2.91 for it, and they will have the ability to charge us individually. Every business is going to soak each of us us to the maximum extent that the data says they can.