Surveillance pricing, a practice where retailers utilize personal data to determine how much consumers are willing to pay, is concerning many Canadians, particularly in the Maritimes. Retail analyst Bruce Winder explains that this method involves using data such as past purchases, search history, and demographic information to set different prices for individuals. Despite concerns, Winder notes that there is no substantial evidence of this practice being widespread in Canada, as companies would face backlash from consumers and social media if they engaged in such behavior. However, residents like Josh Doran and Sylvia Ayers express their discomfort with being tracked and fear the potential control that algorithms may exert over their purchasing choices. Ayers finds the thought of surveillance pricing frightening, while Doran opts out of tracking whenever possible. The Canadian government is contemplating legislation to address these practices, but Winder argues that the market should self-regulate, allowing consumers to hold companies accountable through social discourse and social media.