It is true that we provide a great deal of information to many companies, especially when you join those "club" (do you have you supermarket member card?). And why are they collecting all this information? Well... it must be for our own good! Isn't it? Humph!
However, regarding pricing, they can charge me the price they want as I long as I agree and they are not doing it because of my age, sex, race, etc... As a consumer, I have the responsibility to do my own shopping. This has always been the case for the past centuries. There are used-car salesmen everywhere, even on the net: there is no such thing as pricing equity.
Also, it is not always such a big deal. When I order a pizza, they use my phone number to suggest me the same pizza I got last time. Personally, I'm not annoyed by this practice. It might be a great worth for them and it doesn't affect me at all... (until I order anchovies on an hawaiian pizza!). OK. This wasn't really an example of discriminating service. However, if I were to be discriminated by a given company based on my buying record with that company, which one of my fundamental rights would be violated?
What I fear the most is information sharing between different companies and cross-referencing of databases. Basically, I don't want anybody but me to have a complete file on me. Also, I don't want them to reveal any portion of this information without my consent. It's between the company and me. Period.
As somebody pointed out, nobody is telling you what they do with all this information. This is an issue. How can you select a company if you are not aware of how they handle customer information? Must we rely on volunteer spies? Must we pass laws to limit abusive utilization? Of course, this debate isn't limited to the Internet scope.
I think the author of the story should realize that customers are just another parameter to be optimized in the big profit equation. Companies now have tools to do it more easily. "Second-class customers? What a brilliant idea!" they might say.
Are you in denial?