Consumers have always paid with data not money. That is just how we are groomed. In fact that is more valuable to companies as it turns out. Sora though doesn’t work that way, it costs the company a lot with no useful data for them. It was always a vehicle to raise the company’s image and nothing else. The only way it’s useful for them is to show the user count to investors in their next funding round. Served no other purpose, but the market changed around them.

> is more valuable to companies as it turns out

Yes. I have noticed that is close to impossible to get good deals on flights, hotels, or even good discounts on-line. Sellers have all the information from consumers that they need to maximize their profit and extract the maximum amount from consumers. Dynamic pricing is making it a personalized experience, so I personally pay the maximum I possible can.

No room to get a fair price anymore.

"always" is doing a lot of work here. Just 20 years ago I think consumers largely paid with money, not personal data.