We are used to paying different prices for airline tickets, Uber rides, and hotel rooms, but can you imagine a time when all sorts of retailers use data to tailor their marketing and pricing for each individual customer? Does fairness require prices to be equal for everyone, or do certain groups and individuals deserve discounts? In this episode, Chicago Booth's Jean-Pierre Dubé and EngineBI's Jon Morris discuss the ethics and practicalities of personalizing pricing.