"always" is doing a lot of work here. Just 20 years ago I think consumers largely paid with money, not personal data.

> is more valuable to companies as it turns out

Yes. I have noticed that is close to impossible to get good deals on flights, hotels, or even good discounts on-line. Sellers have all the information from consumers that they need to maximize their profit and extract the maximum amount from consumers. Dynamic pricing is making it a personalized experience, so I personally pay the maximum I possible can.

No room to get a fair price anymore.