This could be troubling for both consumers and regulatory agencies such as the U.S. DOT. A report prepared for ATPCO "Advances in Airline Pricing," ominously states, “There may ... be implications of next-generation pricing for consumers and regulation. Consumers would react negatively if transactional pricing mechanisms resulted in an identified individual receiving a higher price than an anonymous shopper. There is also the possibility that customers would try to game the pricing engines to obtain prices for which they are not eligible. Furthermore, while regulators have to date been relatively permissive of new pricing technologies ... some new pricing mechanisms could trigger regulatory reviews with uncertain outcomes.” If you thought airfare shopping was challenging before, it’s only going to get more so. Get the full story at USA Today