We asked more than 400 people to shop for the exact same groceries, at the same store, at the same time. What we found was unexpected — and troubling. Identical items were often priced differently for different shoppers, with entire carts varying by $10 or more. This investigation digs into how algorithm-driven pricing, data tracking, and profit optimization may be quietly reshaping what you pay at the checkout, beyond inflation or supply chain issues.
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