Dynamic pricing – is the future here yet?

Great article here on Retail Dive discussing the hurdles to widespread retail adoption of dynamic pricing. It’s very curious why it’s become the norm in other verticals like travel and are facing headwinds from consumers. The same consumers that are ok with dynamic pricing when booking a travel reservation. How can consumers be fine with such behavior in one area of expenditures while they are resistant to it in another? Your thoughts and comments are welcomed and strongly encouraged.