All of us use stereotypes and other pattern-recognition techniques because our mind needs to take shortcuts; otherwise, we’d be inundated with too much info, enough for us to go insane. And others will use stereotypes on us, whether they are accurate or not. Our demographic data, occupation, habits, and appearance are used by others to quickly speculate and derive additional information about us such as our spending desires and spending potential. And now with each of us leaving a trail of data for marketers to mine and analyse, we leave ourselves open to be discriminated upon financially. Discriminatory practices in pricing have always been in existence, but now they can be even more sophisticated.