Dynamic pricing can lead to customer alienation. If customers realize they paid higher prices than others for the same solution, they may demand their money back or spread negative messages in the marketplace. This approach also may turn off customers who prefer to know the set price up front on a purchase. Another challenge for companies that use dynamic pricing is the need for advanced technology programs to optimize price adjustments over time. Regular users in entertainment and hospitality often have very intricate software solutions programmed to adjust prices in real time based on demand.