The business benefits by realizing value from an otherwise wasted product, and consumers benefit from a lower price. This makes businesses more efficient and can help keep prices lower overall, giving shoppers the ability to take advantage of prices when they go down. Dynamic pricing tells consumers, businesses and producers what is happening and how they should respond. In many cases, the ability to adjust prices is precisely what makes lower prices possible. If a business develops a reputation for unfair pricing, consumers can take their business elsewhere.