Seth Godin explains the idea of dynamic pricing - essentially prices that change over time or based on numbers of sales. It is essentially a form of price discrimination. As we discussed in Microeconomics pure price discrimination would be illegal. I think the ideas that Godin suggests might bring some legal challenges but likely would be ok.
http://sethgodin.typepad.com/seths_blog/2009/12/the-magic-of-dynamic-pricing.html
Danny
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