The company describes itself as merely helping landlords set the most profitable price. “RealPage customers make their own pricing decisions, and acceptance rates of RealPage’s pricing recommendations have been greatly exaggerated,” the company says. One of RealPage’s subsidiaries, a service called Rainmaker, faces multiple legal challenges for allegedly facilitating price-fixing in the hotel industry. Something similar could occur even if companies used different third-party algorithms to set prices. In the meantime, more and more companies are figuring out ways to use algorithms to set prices.