I do. Apps of all kinds influence pricing. This kind of microcalibration is increasingly pervasive in the economy. There was a great story this June; a whole issue of a magazine called The American Prospect focused on this. Even apps like the Taco Bell app know that I get paid every other Friday and my gordita is going to be more expensive that day.
I don't think that reflects our values as a society. The larger worry here, outside of this particular case study, is that we are moving toward an era where that sticker price doesn't really exist and where we're all getting different prices for different products and services. I do not think that's a future we want.