Weekly example of why ZK is bigger than blockchains: Combating predatory pricing mechanisms A golden objective for many companies is personalized pricing, charging each customer exactly what they’re willing to pay. One insidious variant is surveillance pricing, where businesses mine the vast troves of personal data they collect to exploit you. Take Delta Airlines, for example. On a recent earnings call, they announced plans to increase personalized pricing. Now imagine a scenario where they scan your email, see you’re flying home for a family funeral, and raise prices accordingly, because they know you’ll pay. Or a food delivery app ups your cost due to an allergy, knowing you have fewer alternatives. These practices evolve far faster than governments can regulate. But what if there were a technology that made this kind of exploitation much harder? That’s why ZK (zero-knowledge) is bigger than blockchains. It’s not just about standard privacy, it’s can extend to consumer protection. ZK tech can fragment and shield sensitive data, ensuring companies can’t use it against you while still allowing useful services to operate. Think bigger, be @boundless_xyz