Be afraid. Be very afraid - and disclose as little as possible
The ultimate triumph of big data as used for dynamic pricing will be when the price of a flight to a conference at which you are a keynote speaker, and on which your professional reputation depends, is the value of your professional reputation if there is only 1 carrier who can get you there on time. That's because every bit of your personal data has been sold to the operators of the dynamic pricing computer as needed to know that the airline has you over a barrel.
Of course this will have to be stopped before that kind of event can happen through data protection law improvements and regulatory restrictions against price gouging, but it will be a political struggle to stop the current tide going in this direction even if it doesn't make it to that endpoint. We're seeing an equally anti-social kind of price gouging in effect already in the gas and electricity markets in relation to how customers too vulnerable or busy to switch are being screwed.
Biting the hand that feeds IT
