From the article
used mathematics and game theory to model
This is a theory paper, not a study on the ground. It's a reason to give honest pricing, but not new hard data on the practice. It also requires some (nontrivial, non obvious) assumptions about the kind of market. It really doesn't seem to me that the assumptions hold for, eg, air travel.
I do hope the theory is correct irl; personalized pricing is gross.
One of those headlines that's wrong, but by being said loudly enough makes itself more certainly wrong, and I want it to be wrong.
Weird.