Consumers have faced fluctuating prices on essential goods recently, with the controversy over Wendy's considering dynamic pricing. While companies aim to maximize profits with dynamic pricing and personalized pricing, consumers demand transparency and fairness. Dynamic pricing has existed for a long time, and while it can lead to both lower and higher prices, its overall impact on pricing levels is still uncertain. The use of algorithms and data for personalized pricing can benefit both consumers and companies, but it also raises concerns about fairness and discrimination. Ultimately, ensuring that consumers understand and participate in pricing decisions is crucial for maintaining trust and fairness in the marketplace.