> price your product where it will give you the maximum amount of return or profit.

this is where price discrimination, aka charging a different price to each customer, comes in.

By finding out the maximum a customer would be willing to pay, you can get more profit than a static price for all customers. The only thing is that another customer would not like to see themselves pay a higher price for the same good.

Coupons, apps, etc, are the modern way to get around the customers seeing the "real" price others are paying.