Enjoyed your article. Why not dynamic pricing on demand and specific to each individual transaction? This resolves race-to-the-bottom issues or instances where everybody sells the same product at the same price. It lets the retailers keep their listed prices at non-discounted amounts as needed. Dynamic pricing and discounting when there's high demand is great, but then you're hurting the profit margins that you'd be normal gaining by selling at regular price. There's customers out there that don't consider price a big factor when making a buying decision. They may buy based on reputation, customer service, reviews, convenience and other factors.

Price Setter wants to accomplish this for retailers by allowing them to use a transaction arbiter where retailers can upload their own, customized pricing parameters that allow them to adjust their price upon request and only when their parameters are met. It all happens instantaneously and in real-time.