In 1988, Diamond Shamrock paid Frontier Capital (San Antonio) to develop an automated gas pump pricing system. Included in this system was the ability to alter pump prices on a minute-by-minute basis according to time of day. Seven stations in San Antonio deployed a system that bumped gasoline prices between $0.06 and $0.12 during rush hours, 07:00 through 09:30 and 14:30 through 18:00. This system was based on Gilbarco gasoline pumps and custom microprocessor boards based on Motorola 6801 CPUs.
Development of this system proceeded through early 1990, when the decision was made to delay rollout of these systems indefinitely. In 1996, Canadian company bought Diamond Shamrock and decided not to acquire the technology developed by Frontier.
Nothing new. It's more visible now, though.