Liz Hoffman Says Dynamic Pricing Mostly Goes Up, Not Down, Citing Reuters Probe of McDonald's ($MCD)

Dynamic pricing sounds fair in theory, since you pay less when demand is low, but in practice it mostly just goes up, not down, Liz Hoffman says.
As a case in point, a Reuters investigation found McDonald's ($MCD) charging different prices for the same items depending on the neighborhood, while airline fares seem to rise the moment you start searching.