This is exactly how the market works and will continue to as long as humans are involved.

First hand experience here that seems to escape the engineering brethren that have never glimpsed into sales: The same exact product is sold to every customer at a different price. Yes sometimes there is a higher demand which might push price a tad but most of the time there is not. I always enjoy when people on HN complain that so-and-so doesn't publish pricing on their website. Of course not, because then they would lower their revenue. It also removes leverage, sometimes it makes sense to sell something at a lower cost today to negotiate some terms, and then down the road either sell at volume or raise the price. Sometimes you just like someone and give them a discount. Oh its the government? Yea raise the price a LOT. etc etc.