This would enable what economists call price discrimination - they could charge each customer as much as they're willing to pay. Almost all of the time price discrimination is referred to, as in this case, it is implied that it is a nefarious tool of blood sucking capitalists looking to ring the very last dollar out of anyone. But, in fact, the average American reaps a great deal of economic benefits from price discrimination which in practice typically involves charging wealthy individuals and corporations more for goods and services. One of the most widespread price discrimination schemes is the way airline tickets are sold. Airlines sell seats on planes at different prices to different customers based on those customers' ability to pay.
Airlines charge business fliers far more to travel than they do non-business travelers.
They also charge people willing to book their flights far in advance far more than people who decided they need to fly in just a few days. Finally, of course, airlines charge huge premiums for traveling in first class. Those people who pay a large premium for their tickets in effect subsidize lower ticket prices for people whom are more price conscious. Another area where price discrimination commonly occurs in the publishing industry. This seems to be a way to discriminate based on time preferences.