Couple of things.

I work for a major supermarket chain that is also trialing electronic shelf edge labels and, as yet, there has been no mention of changing prices in such a manner (surge pricing) with us. I do accept that this may change.

Secondly the price on the shelf is not the contracted price, it is simply an invitation to trade. In a shop you do not have the right to buy at that price although most Supermarkets will honour it if you ask them. I got a good bargain with a bottle of single malt that way :-) But it was not a legal right:-( Online is a whole different bucket of worms!

Cheers

DtG