It rubs me the wrong way too. But rationally, it's just your classic price discrimination tactics (coupons and special discounts) on steroids, so if you aren't upset by those, you shouldn't be upset by this.

I guess my main issue here is the clickbaity title, since I don't think Amazon is making us suckers. The consumer ultimately has the upper hand since they can just choose not to purchase the product, or use a price search engine to find a better deal (which is akin to using a coupon - people that are price-sensitive are more willing to put in effort to save money).