The truth is, price differentiation is something we've been doing for centuries, just with much worse heuristics.

People are triggered when you frame it in terms of one cohort paying more than the rest. However, if there's a sticker price that basically nobody pays, with most customers getting a discount based on how rich the heuristics say they are, that's suddenly fine.

Transit tickets work this way in most of Europe. There is a sticker price, but most people don't pay the sticker price. In practice, most tickets are purchased by school children, university students, seniors etc, and they all have varying levels of discounts. Whether you think of it as a "student discount" or as a "probably-rich-person surcharge", it doesn't really matter, in the end, the result is the same. Same applies to cinemas, museums, amusement parks. Here, you even have some grocery store chains that give you discounts if you have a "large family card."

You know what else we've been doing? Replacing 2 consumers with 1 consumer when the 1 consumer has more money and is easier to statisfy. Eventually it'll be a couple of billionairs selling a few boner pills for a few million dollars.