But the fixation on tariffs and inflation obscures a different shift revolutionizing pricing: algorithms. The Canadian Anti-Monopoly Project warns automated tools are reshaping what Canadians are charged for essential goods and services, including groceries and fuel. Companies can now use software to tailor prices based on everything from our browsing patterns, location, loyalty history, device type, and operating system. The same item can appear at one amount for you and another for someone else, depending on who you are, when you see it online, and what the algorithm believes you are willing to pay.