This. Also, standardized pricing is a relatively new phenomenon as far as global history is concerned and even today is mostly true of mass market items only. If you live(d) in a bartering society merchants would absolutely sell you the same thing at different prices different times of the day, etc. Furthermore, in any sort of person to person transaction you are sized up as to what you will pay and that (or a bit more) is probably the price at which it's offered. In dealing with a lot of sales of professional specialized items to small businesses, sole proprietors, non-profits, etc. really anything where you get a "quote" first the price might vary depending on what your ability to pay is.
This type of "big-data pricing" might be doing these things on a larger scale, and it's probably too early say definitively whether this is good or bad for the average consumer (on average it may actually be the same as the current average sales price of a given product), but it's not fundamentally new.