Price discrimination is the economist "duh," yet few firms engage in the *welfare* enhancing practice. What's with that? Dr. Bill Grosso, CEO of Game Data Pros, joins the crew to tell us that sometimes it's just about more columns in the database... We cover his efforts to build price personalization at scale, community pushback, the pricing power of brands, and the best things about game economists. [1] A two-armed bandit theory of market pricing