> BTW, the article is paywalled. I have no idea how a grocery store is going to adjust prices at checkout, as the prices are marked.
Many stores are rolling out electronic price tags on the shelves, which can be rapidly updated wirelessly [1]. They could probably do the price adjustment there. I'd assume they wouldn't want to make it too blatant, which would be a challenge.
[1] https://www.businessinsider.com/walmart-digital-price-tag-sh...
If it adjusted the prices as someone approaches, I suspect customers would soon notice it.
I'm not going to order food at a restaurant if the menu has no prices on it, even if I'm a zillionaire.