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Dynamic pricing could be coming to your local supermarket
(www.abc.net.au)
This is a most excellent place for technology news and articles.
It's illegal, but not in the way you think.
It's illegal to write to wrong price on the sign on purpose, but if it happens by accident the shop is not obligated to sell at the price on the sign.
That's it. OP is blowing this way out of proportion.