JetBlue dynamically increased ticket prices based on customer tracking data, and when confronted publicly about the practice, deleted its own explanation post. The airline is now facing a class action lawsuit alleging surreptitious use of consumer personal data to manipulate prices — the FTC has been investigating surveillance pricing since 2024 and is considering new disclosure rules. Clearing cookies may help reset pricing, though this workaround doesn't address the underlying practice of using browsing history to charge different passengers different prices for identical flights.