Is There A Thing Like "Price Discrimination"?

Many of us sometimes are in a rush to buy the next gift or to book a flight on the go. Today's world allows us to buy, book and rent products and services in blink of a click. But underneath these easiness there is complex world of connections and nodes, that collects customer data. Is it there an algorithm that decides wether you are getting the cheapest or the expensive ones?

A video that "almost" proves that, shows how retailers put their customers on the spin of a better deal for both sides.
https://www.youtube.com/watch?v=NZVpbwz6kPk