It’s not just the rich that get targeted by this. The goal is to see what price each individual will tolerate. The rich may tolerate higher prices, but the end goal is closing sales that otherwise would have been missed. Because in the digital world where things like shipping expenses aren’t a thing, any sale (even heavily discounted) is better than no sale. Which means even the poor spend more money, because it’s something they wouldn’t have purchased otherwise.

And it unfairly impacts the poor, who have less disposable income to throw around, and who are more adversely impacted by surprise expenses. Because $40 isn’t a big difference for a rich person, but $20 could be the difference in whether or not a poor person is able to eat in two or three weeks (after the refund period has closed).