Shopper be aware: Big data is helping firms to increasingly treat the price-oblivious differently than the price-conscious. The collective price pressure will stop working, and the era of price subsidy for the time-constrained is over. Increasingly, the time constrained will be forced to pay more for goods to save time, and the cash-constrained will have to invest more of their time to save on price. Personalised pricing is not far away. Would it be a fair practice?