here is an article about some "personalized pricing" potentially coming our way.
Quote:
As early as this month, airlines worldwide may start testing a strategy that could customise airfare pricing and itinerary results based on who is searching. These personalised fares could be affected by where you live, how often you fly, the kind of travel you do and other personal information.
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http://www.bbc.com/travel/blog/20130...-pricing-works