Grocery stores already do this! Why do you think there's "senior discount day"?

The thing is nobody will pay more than the advertised price so they want to not list a higher price, and then offer discounts. They do it via coupons and other mechanisms, but they'll never get anyone to pay $20 for a $5 bottle of Coke.

I realize that. My point is that you can view university financial aid favorably while also being against individualized offers from retailers. The current or historical practices of grocery stores isn't the primary issue under contention here.

A coupon that you must be over a certain age to redeem is an entirely different beast than one which was sent only to you specifically with an individualized price based on opaque criteria aimed at directly and immediately optimizing revenue. It is entirely possible to outlaw the latter (though Maryland appears to have failed to accomplish that) without restricting the former.