Are airlines using your personal data to decide what price you see when you go to book a flight? It’s a question that has come up repeatedly over the last couple of years, and it’s back in the headlines this week.

NBC News volunteers saw eight different prices for the exact same Harry Styles ticket on StubHub. The company said it’s running random price experiments.

Most of us have had that experience where we’re shopping online and the jar of honey that we swear cost $4 last week has suddenly jumped to $6. But there’s another possibility worth knowing about.

Nevada’s Consumer Protection Bureau finds itself arguing against a utility billing change designed to better balance costs — something it has long supported.

An analysis by researchers at the University of Nevada, Las Vegas, found that 12 percent of Uber rides and 21 percent of Lyft rides displayed discounts - a significant increase from levels recorded just two years earlier.

A Consumer Reports investigation found that customers see dramatically different prices for the same rides ordered at the same time. The study also raises questions about consumer discounts.

"How much does this cost?" has become a surprisingly complicated question.

The rules of shopping have changed under our noses. While we expect some price fluctuations across the economy — plane tickets, concert tickets, and rideshares, for example — there's something that feels different about gamifying my denim purchases. Dynamic pricing has become more common across the economy, with digital price tags shifting costs for consumers at retailers from Walmart to Kroger.