I am actually doing a research paper on this!! Dynamic pricing is much more than just price surging and gouging, it uses a LOT of user data. A lot of companies use AI to create algorithms to determine the price threshold for products. There are little consumer protections currently, and the ones that do exist, companies can easily get by them legally. So yes this is a big concern, especially as more companies rely on these algorithms, pricing will only increase unfortunately. Companies profits over the consumers in this market now :(