Personal data is to the tech world what oil is to the fossil fuel industry. That’s why companies like Amazon and Facebook plan to dig deeper than we ever imagined

What if a cold drink cost more on a hot day?

Customers in the UK will soon find out. Recent reports suggest that three of the country’s largest supermarket chains are rolling out surge-pricing in select stores. This means that prices will rise and fall over the course of the day in response to demand. Buying lunch at lunchtime will be like ordering an Uber at rush hour.

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