Booking a flight can feel like a guessing game. You search once, spot a decent price, come back later and suddenly it is higher. Most people shrug and assume demand changed. Now, a new lawsuit against JetBlue is challenging that idea.

The proposed class action claims the airline tracked a customer’s behavior during the booking process for the purpose of setting or adjusting ticket prices. According to the complaint, that data was collected without clear consent and may have included browsing activity and other user characteristics. The lawsuit also alleges that customers were not informed if their data was being shared or sold to third parties.

JetBlue strongly disputes the allegation. The airline says fares depend on demand and seat availability, not personal browsing behavior. Still, the case taps into a growing concern that goes far beyond one airline.

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What the JetBlue lawsuit claims about pricing data

The lawsuit, filed by New York resident Andrew Phillips in federal court in New York, alleges that JetBlue monitored user activity on its website using tracking tools while he searched for flights. According to the complaint, that data was used to help adjust prices in real time.

It also claims that when a user searched for a flight, left the site and later returned to complete the booking, the fare increased. The filing suggests this may have been tied to tracking technology rather than normal pricing changes.

The complaint further alleges that this data was collected without clear disclosure and that users may not have been aware of how their information was being gathered or used.

“Consumers should not have to have their privacy rights violated to participate in the digital race for airline tickets,” the lawsuit alleges.

The airline disputes these claims. In a public statement, JetBlue said it does not use personal data or browsing history to set individual prices and that all customers have access to the same fares at the same time. 

CyberGuy reached out to JetBlue for additional comment, but did not hear back before our deadline.

The bigger issue: surveillance pricing in airlines

The lawsuit centers on a concept called surveillance pricing. That refers to companies using personal data to adjust prices for different people. Surveillance pricing extends beyond airlines. It has become a broader concern as more companies rely on AI and advanced analytics.

In theory, two people could search for the same flight at the same time and see different prices based on factors like location, device type or browsing history. Companies rarely confirm this practice outright, but consumer advocates have raised concerns for years.

Airlines have long used dynamic pricing, which changes fares based on demand. The key question here is whether personal data plays a role in that calculation.

How AI is changing airline pricing behind the scenes

Many carriers now rely on artificial intelligence to analyze booking patterns, predict demand shifts and adjust fares in real time. We recently reported on this shift, showing how AI is reshaping the way travelers book flights and how prices are set across the industry. These systems can process large amounts of data at once, including route demand, seasonal trends and competitor pricing.

While airlines say this improves efficiency, it can also make pricing feel less predictable to the average traveler. That is what makes the current lawsuit stand out. It raises the question of whether AI-driven pricing could go a step further by factoring in more detailed data about how people search and book, something airlines like JetBlue say they do not use for individual pricing.

JetBlue’s viral response and why it matters

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Part of the lawsuit points to a social media exchange that quickly drew attention. A customer posted about a $230 jump in ticket price after checking a flight the day before while trying to book travel for a funeral.

In response, JetBlue suggested clearing cookies or using an incognito window. The comment was later deleted. According to the lawsuit, that response appeared to acknowledge that browsing behavior could influence pricing.

JetBlue disputes that interpretation. The airline said the reply came from a customer service employee and was a mistake. It also stated that clearing cookies or using private browsing would not change the fares available for purchase.

Even so, the exchange struck a nerve. For many travelers, it reinforced a long-standing suspicion that repeated searches or personal data might affect what they pay, even as airlines deny using that information for pricing.

Why airline ticket prices change so fast

Before assuming the worst, it helps to understand how airline pricing works today. Airlines use complex systems that adjust fares constantly. Prices can change within minutes based on demand, available seats, route popularity and competitor pricing.

If a flight starts filling up, the price usually rises. That means a price jump after you return to a search does not automatically point to tracking. It could simply reflect someone else booking a seat or increased demand.

Still, the lawsuit raises a valid concern about transparency. Travelers rarely know what factors are driving the price they see.

What this means to you

JetBlue says it does not tailor prices based on your digital footprint. According to the airline, you are not paying more because you searched twice or used a specific device. Instead, fares shift based on broader factors like seat availability, timing and demand on a route.

That said, prices can still feel unpredictable. Comparing options across platforms remains one of the best ways to avoid overpaying. Acting quickly when you find a fare you like can also make a difference, especially on popular routes.

If you are concerned about tracking, simple steps like using private browsing or switching devices may help limit how much of your activity is visible during repeated searches.

Some travelers also use a VPN to mask their location. While airlines like JetBlue say pricing does not depend on personal data like IP address or browsing history, a VPN can still add a layer of privacy by reducing how much information is shared during the booking process.

For the best VPN software, see my expert review of the best VPNs for browsing the web privately on your Windows, Mac, Android and iOS devices at CyberGuy.com

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Kurt’s key takeaways

If you have ever felt like flight prices change in ways that do not quite make sense, you are not alone. This lawsuit taps into a bigger question about how much companies know about us and how that information gets used. Airlines like JetBlue say personal data isn’t part of pricing. Still, the way prices change can feel confusing and unpredictable. For now, the best move is to compare prices, take your time and do not assume the first fare you see is the best one.

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Are you comfortable with surveillance pricing, or does it cross a line for you? Let us know by writing to us at CyberGuy.com

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Nintendo recently announced a new pricing policy, which knocks $10 off the cost of digital versions of future first-party titles exclusive to the Nintendo Switch 2. Splatoon Raiders, for instance, is available for preorder ahead of its July 23rd release for $49.99 digitally or $59.99 for the physical edition. However, Amazon and Walmart are the exception in how they’re pricing preorders for the cartridge version. Right now, you can reserve the upcoming title at both retailers for $49.94, which is a few cents cheaper than the digital version. Raiders isn’t a sequel to Splatoon 3, but rather a spinoff that has similar third-person, paint-splatting gameplay set in new locales.

The same $10 discount is in effect for Yoshi and the Mysterious Book, a side-scrolling adventure with a gorgeous storybook art style that comes out on May 21st. The price of the physical version is $69.99, but Amazon and Walmart are currently offering it for $59.88, which is similar to the digital edition’s price. Given that prices on many tech and gaming-related products are increasing, it’s nice to see notable discounts on physical Switch 2 games. If you’re looking for other gaming deals, we’ve pulled together the best discounts from Amazon’s weeklong Gaming Week sale.

Update, May 1st: Updated price and availability to reflect the fact that Amazon is now matching Walmart’s preorder promotion on both Switch 2 titles.

ADT has confirmed a new data breach, and it comes with a familiar twist. A well-known cybercrime group is reportedly demanding money and threatening to leak data if it does not get paid.

The group behind it, ShinyHunters, says it stole more than 10 million records. ADT has not confirmed that number, but it says attackers accessed customer data.

According to the company, “ADT’s cybersecurity systems detected unauthorized access to a limited set of customer and prospective customer data on April 20, and the company’s response protocols activated immediately, terminating the intrusion, launching a forensic investigation with leading third-party cybersecurity experts, and notifying law enforcement.”

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What data was exposed in the ADT breach

ADT says, “The investigation confirmed that the information involved was limited to names, phone numbers, and addresses. In a small percentage of cases, dates of birth and the last four digits of Social Security numbers or Tax IDs were included. 

Here is the part that may bring some relief. ADT tells CyberGuy, “Critically, no payment information, including bank accounts or credit cards, was accessed, and customer security systems were not affected or compromised in any way.”

Still, this kind of personal data carries real value. Even without full Social Security numbers, attackers can use it to build convincing scams that feel personal.

How hackers may have accessed ADT systems

This breach may have started with a phone call. ShinyHunters told BleepingComputer it used a voice phishing attack, often called vishing, to compromise an employee’s Okta single sign-on account. The group claims that access allowed it to steal data from ADT’s Salesforce system. ADT has confirmed unauthorized access to customer and prospective customer data, but it has not publicly confirmed that specific attack method. This approach has become more common. Instead of hacking systems directly, attackers target people. One successful interaction can unlock multiple systems at once.

In a statement to CyberGuy, ADT said its response worked as intended.

“ADT’s protocols performed as designed: the breach was identified quickly, the threat was contained, and the scope was limited,” the company said. “ADT has directly notified all impacted individuals and will offer complimentary identity protection services as appropriate. Protecting customers is not just a priority; it is the foundation of what ADT does. The company remains committed to investing in and strengthening the cybersecurity infrastructure that its customers and their families depend on.”

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Why the ADT data breach matters for you

On the surface, this breach may seem limited. No financial data. No system control. That sounds contained. The reality is more complicated.

Names, phone numbers and addresses create a powerful starting point for scams. Add even partial Social Security data, and the risk increases. Criminals can use that information to impersonate companies, reset accounts or trick victims into handing over more sensitive details.

This also raises a bigger issue. Even companies focused on security can become targets. That should change how you think about your own exposure. 

ADT’s history of data breaches

This isn’t the first time ADT has dealt with a data breach. The company disclosed incidents in August and October of 2024 that exposed customer and employee information.

When breaches happen more than once, it raises questions about internal security practices and how attackers keep finding a way in.

At the same time, it highlights a broader trend. Cybercriminal groups like ShinyHunters are focusing on identity systems and employee access instead of traditional hacking methods.

Ways to stay safe after a data breach

After a breach like this, the goal is to reduce how much attackers can do with your information and make yourself a harder target going forward. 

1) Watch for targeted scams

If someone claims to be from a company like ADT, pause before responding. Scammers often use real details to sound convincing. Hang up and contact the company directly using a verified number. 

2) Limit your exposed personal data

Consider using a personal data removal service. These tools help remove your information from data broker sites, which reduces what scammers can find about you online. Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting CyberGuy.com.

3) Add identity theft monitoring

Identity theft monitoring can alert you to suspicious activity tied to your name or Social Security number early, which gives you a chance to act before damage spreads. See my tips and best picks on Best Identity Theft Protection at CyberGuy.com.

4) Strengthen your passwords and account security

Use a password manager to create and store strong, unique passwords. If you reused passwords anywhere, especially on email or banking accounts, update them right away to prevent account takeovers. Check out the best expert-reviewed password managers of 2026 at CyberGuy.com.

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5) Turn on two-factor authentication

Adding an extra login step, such as two-factor authentication (2FA), makes it much harder for attackers to break into your accounts, even if they have your credentials.

6) Keep your devices protected

Make sure your devices run updated security software. Many modern tools can detect suspicious activity before it turns into a bigger problem.

7) Freeze your credit if sensitive data was exposed

If your Social Security number or even part of it may be involved, consider placing a credit freeze with the major bureaus. This prevents new accounts from being opened in your name without your approval.

8) Review your financial and account activity

Keep an eye on bank accounts, credit cards and important logins for unusual activity. Even small, unfamiliar charges or login alerts can be an early warning sign. 

9) Use strong antivirus protection

Install and maintain strong antivirus software on your devices. It can detect suspicious activity, block malware and help stop threats before they gain access to your data. Get my picks for the best 2026 antivirus protection winners for your Windows, Mac, Android and iOS devices at CyberGuy.com.

10) Be cautious with account recovery attempts

Attackers often try to reset your passwords using information they already have. If you get unexpected password reset emails or codes, treat them as a warning sign, not a routine message.

11) Opt for a reliable home security system

While ADT is one of the largest home security companies in the United States, the recent breach of customer information highlights potential vulnerabilities despite the company’s assurance that home security systems were not compromised. There are many other options in the market, whether you prefer a professionally installed system or a do-it-yourself one.

For reference, you can check out my guide on the best home security systems at CyberGuy.com, where I’ve listed four of my favorite options. You might also want to find out if your home insurance offers a discount for installing robust security protection. 

Kurt’s key takeaways

If your data was part of this breach, the risk does not end with the initial incident. In many cases, it is just getting started. You may begin to see more targeted scam calls or emails. Messages might include your name or reference your address to appear legitimate. That level of detail can make even cautious people hesitate. Even if you have never used ADT, this is a reminder of how often personal data circulates behind the scenes. Once it is out there, it can be reused in ways you never expected. The bigger takeaway is simple. Breaches like this are less about a single company and more about how exposed personal data has become across the board.

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Should companies like ADT be doing a better job protecting your data, especially after repeated breaches? Let us know by writing to us at CyberGuy.com.

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