Some companies are purchasing deep data to figure out the maximum price that they could charge each unwitting consumer. AdvertisementWard is trying to outlaw surveillance pricing in California with his AB 2564, which seems like a no-brainer if you actually care about affordability and your constituents. Right now, most surveillance pricing is relying on established data collection. Which makes regulating surveillance pricing now all the more important. White, the economist, points out that companies are spending millions to implement surveillance pricing, and they aren’t doing it so they can slash prices and lose money.