There has been a surge of concern and interest in the threat of "surveillance pricing," in which companies leverage the enormous amount of detailed data they increasingly hold on their customers to set individualized prices for each of them likely in ways that benefit the companies and hurt their customers. The central battle in such efforts will be around identity: do the companies whose prices you are checking or negotiating know who you are? Can you stop them from knowing who you are? Unfortunately, one day not too far in the future, you may lose the ability to do so. Many states around the country are creating digital versions of their state driver's licenses. Digital versions of IDs allow people to be tracked in ways that are not possible or practical with physical IDs " especially since they are being designed to work ... online. It will be much easier for companies to request " and eventually demand " that people share their IDs in order to engage in all manner of transactions. It will make it easier for companies to collect data about us, merge it with other data, and analyze it, all with high confidence that it pertains to the same person " and then recognize us ... and execute their price-maximizing strategy against us. Not only would digital IDs prevent people from escaping surveillance pricing, but surveillance pricing would simultaneously incentivize companies to force the presentation of digital IDs by people who want to shop.