while another customer might purchase the same product at a one-dollar profit. Furthermore, this price sensitivity indication could
be combined with a lifetime value model (e.g., Mani, 1999) to determine when it is in the best interest of the site to sell a product at
a lower price–potentially even below cost–to increase the customer's loyalty and thereby her long term value to the site. There are
challenging ethical and practical issues in implementing systems like these that use information from studying the customer to
implement price discrimination. The ethics of opinion ownership may lead sites to directly compensate customers for their
information (Avery, 1999).