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@pluralistic e-label experiments are not a recent phenomenon. I worked at an online grocer in 1998, and brick-and-mortar stores were already experimenting with it. They were even looking at changing prices as you reached for an item. Looking at how keen you were to buy it, then making you negotiate for price by gesturing toward the item, or pulling away.

Once consumer-goods merchandisers crossed over from B&M to ecommerce, it was already game over.