Big Mac, multiple prices: the quiet rise of algorithmic delivery pricing

Business Insider staff ordered the same Big Mac meal via Uber Eats and found the base price stayed the same, but delivery/service fees varied enough to swing the total by about 15–20 cents; Uber says differences aren’t based on personal data, but state-law warnings and a general lack of price transparency highlight how algorithmic, personalized pricing can affect consumers and may become more widespread or spark backlash.