Manitoba’s bill and similar ones the NDP is pushing in Ottawa and Queen’s Park all ban one direction of the same practice. Raising a price based on your data is out. Lowering a price based on your data is in. The bill explicitly preserves every loyalty program in the country. PC Optimum, Scene+, Air Miles, Canadian Tire Triangle: all untouched. Which means the moment the law passes, every retailer pivots from upward pricing to downward couponing and nothing changes for the shopper. The statute is obeyed. The NDP gets its press release. Jane still pays less and John still pays more, for exactly the same reasons as before.