You grab a box of cereal off the shelf. Your neighbor grabs the exact same box at the exact same store on the exact same day. She pays less. You pay more. Why? Because the store’s algorithm decided you would.

That scenario sounds like a conspiracy theory. It isn’t. Retailers have been quietly using this kind of pricing for years, and now one state has finally had enough.

Maryland is set to become the first U.S. state to ban surveillance pricing in retail grocery stores and certain grocery delivery platforms. Governor Wes Moore has said he will sign the Protection from Predatory Pricing Act into law after the state legislature passed it, and the rule will take effect on October 1, 2026.

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WHAT HACKERS CAN LEARN ABOUT YOU FROM A DATA BROKER FILE

What is surveillance pricing and how does it work?

Surveillance pricing goes by a few names: dynamic pricing and personalized pricing are the common ones, but the concept is the same regardless of what you call it.

A store collects data on you as an individual shopper. It looks at how often you browse certain products, what neighborhood you live in and whether a competitor is nearby, what your income and family size appear to be, and your dietary habits. Then it uses all of that to decide how much you specifically are willing to pay and charges you accordingly.

One Kroger shopper in Oregon decided to find out exactly what her grocery store knew about her. She submitted a data request under a state privacy law and received a 62-page profile in return. Most of the inferences in that profile were wrong. That’s the part that should make your stomach drop. Retailers are charging people based on guesses, and those guesses are frequently inaccurate. 

Why Maryland is moving to ban surveillance pricing now

The timing here matters. Maryland didn’t pass this bill in a vacuum. Major retailers, including Walmart, have been rolling out digital price tags on store shelves. Unlike paper tags, these electronic displays can update instantly. Pair that capability with predictive pricing software, and a store can change what you’re charged in real-time based on whatever the algorithm decides at that moment.

Governor Moore pointed to the financial pressure already squeezing working families and argued that new technology should not become another tool for squeezing them harder. Consumer Reports actively lobbied for the bill, which speaks to how significant the consumer protection concern really is. Still, the organization was honest about the result: the final version of the law falls short of what advocates originally wanted.

What Maryland’s surveillance pricing law actually does

The Protection from Predatory Pricing Act sets some clear ground rules for large grocery retailers. Stores must keep their prices fixed for at least one full business day. That eliminates the possibility of prices spiking by the hour based on demand signals or individual shopper data.

Retailers are also prohibited from using surveillance data, shopping history, ethnicity or income to set different prices for different customers at the same time.

Loyalty programs and promotional offers are still allowed. That exemption was a concession to the retail industry, and it’s one of the places where critics say the law starts to lose its teeth.

RETAIL PRICES CAN JUMP IN SECONDS WITH HIGH-TECH STORE PRICE TAGS

Surveillance pricing is already happening online

Brick-and-mortar surveillance pricing gets most of the attention, but the same issue shows up in online grocery shopping.

Consumer Reports ran an investigation into Instacart’s pricing practices last December. Nearly 400 shoppers purchased the same basket of groceries from the same stores at the same time. The price differences were striking. Depending on the product, shoppers were paying up to 23% more than other shoppers for identical items. Across a full year of shopping, those gaps could add up to more than $1,200 per household.

After the investigation went public, Instacart announced it was ending the program responsible for those discrepancies. That outcome matters. It shows that consumer pressure and public scrutiny can drive real changes, even before a law requires them.

Which states could follow Maryland’s surveillance pricing ban

Maryland may have moved first, but it won’t be alone for long. California, Colorado, Illinois, New Jersey and other states are exploring similar legislation, while New York has already enacted a related pricing transparency law.

What happens next in those states will be telling. Advocates are hoping they avoid the exemptions that weakened Maryland’s version. Each new bill is an opportunity to close the loopholes the retail industry has worked hard to create.

Consumers have been subject to dynamic pricing in airlines, rideshares and e-commerce platforms for years. Grocery stores represent something different, a daily necessity where price manipulation hits people with the least financial flexibility the hardest.

What this surveillance pricing law means for you

No matter where you live, this law matters to your wallet. If you shop in Maryland, the change is immediate. Starting October 1, 2026, you have a legal right to the same shelf price as every other shopper who walks in that day, regardless of what data the store has collected on you. If you shop anywhere else in the country, pay attention because your state may not be far behind. California, Colorado, Illinois, New Jersey and other states are exploring similar legislation, while New York has already taken steps toward pricing transparency. The momentum is real, and Maryland just handed those states a working template to build from.

10 THINGS TO STOP PAYING FOR TO SAVE MONEY NOW

That said, wherever you shop right now, the exemptions in Maryland’s law are worth understanding. The Maryland Retail Alliance pushed hard against this bill and successfully carved out several exceptions during the legislative process. Consumer Reports flagged one irony in particular: loyalty program prices are exempt, which means stores could shift pricing in ways that favor members and potentially disadvantage non-members, effectively punishing non-members rather than rewarding members.

The enforcement side is also limited in ways that should concern any consumer. If a retailer violates the law, you cannot sue them yourself under these specific provisions of the law. Only the Maryland Attorney General has that authority. And before the AG can take action, the retailer gets a written notice and a 45-day window to correct the violation with no legal consequences. First-time violators face fines of up to $10,000. Repeat offenders face up to $25,000 in fines.

For a major grocery chain generating hundreds of millions in revenue, those fines barely register.

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Kurt’s key takeaways

Maryland’s law is imperfect, and advocates said so publicly. But an imperfect first law still moves the needle. It establishes that surveillance pricing in grocery stores is a problem worth legislating, gives other states a legal framework to improve on, and puts retailers on notice that the political appetite for regulation is growing. The bill’s weaknesses are actually useful in that way. They show exactly where the next round of advocacy needs to focus: stronger enforcement, consumer standing to sue, and tighter language around loyalty pricing exemptions. And if you live outside Maryland? Watch what your own state legislators do next. The grocery industry will lobby hard to add the same loopholes everywhere. Knowing what those loopholes look like is half the battle. Change tends to start in one place before it spreads. Maryland went first. Your state could be next.

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If a retailer already holds a 62-page profile on you and most of what’s in it is wrong, do you trust that the same technology is setting your prices fairly, and would you even know if it wasn’t? Let us know your thoughts by writing to us at CyberGuy.com.

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In late 2025, Google started rolling out new icons with a gradient design. Now it seems the new look is coming to the rest of Google’s apps. 9to5Google got its hands on images of the new icons that ditch the uniform circle design that tries to cram in every color of the Google logo.

In general, the looks are softer. Corners are rounder, the gradients gently transition from almost pastel to the more saturated Google primary colors. We’ve already seen this new design language show in updated versions of the Google G logo, as well as Gemini, Photos, and Maps. According to 9to5, this represents the presence of AI-powered features.

The new icons are more playful, vibrant, and varied, reflecting recent design trends that have moved away from the flat looks of the late 2010s and early 2020s. Google Sheets, Slides, Forms, Sites, and Keep all ditch the portrait-oriented sheet of paper look. Many of them shift to landscape layout, which is much more appropriate — when is the last time you saw a vertical PowerPoint presentation?

Most of the icons feel like an improvement. They’re more visually distinct and often embrace a single color, like Chat, which trades the four-color speech bubble outline for a green blob with a smile inside it that feels reminiscent of Google Hangouts icon. The one exception is the Keep icon which, personal opinion, looks like hot trash.

It’s not clear when the new look icons will start rolling out, but it will probably be sooner than later.

Earlier this month, the California Attorney General’s office filed charges against 21 people tied to a $267 million Medi-Cal hospice fraud ring.

The case, dubbed Operation Skip Trace, accuses the defendants of buying stolen personal information on the dark web, enrolling those identities in Medi-Cal through Covered California, and running 14 shell hospice companies that billed the state for end-of-life care that was never provided.

The patients were not dying. In many cases, they did not even live in California. They were names and Social Security numbers pulled from data breaches and turned into billing line items.

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DOCTOR DENIES KNOWING ABOUT RAMPANT LA-AREA MEDICARE FRAUD USING HIS PROVIDER NUMBER

How hospice fraud scams actually work

Scammers pay people to put hospice companies in their names, even though they do not run them. This hides the real operators and gives the group a licensed business it can use to submit bills. Behind the scenes, others buy stolen personal information from dark web marketplaces. This includes names, dates of birth, Social Security numbers and addresses.

They then use that information to enroll people in Medi-Cal through Covered California and list them as terminally ill hospice patients. Next, the companies submit claims for visits, prescriptions and daily care tied to those names. They never provide any services. Because hospice care pays a flat daily rate, the billing continues as long as the identity stays active.

Why Los Angeles is the epicenter of hospice fraud

Operation Skip Trace is the latest in a string of hospice fraud cases that federal and state officials have been tracking for years. The typical hospice in Los Angeles County bills Medicare roughly $29,000 per patient, more than double the national average. Of the roughly 1,800 hospices operating in LA County, more than 700 have triggered multiple fraud red flags, according to state auditors.

On March 23, 2026, the U.S. House Committee on Oversight and Government Reform sent a letter to California Governor Gavin Newsom requesting documents on the state’s oversight of federally funded hospice programs. Committee members cited a “well-documented history of fraud,” including agencies enrolling beneficiaries without their knowledge and overbilling Medicare.

The Centers for Medicare & Medicaid Services estimates that Los Angeles County alone accounts for roughly $3.5 billion in hospice fraud. Newsom’s office said California has revoked more than 280 hospice licenses, maintained a moratorium on new providers and has hundreds more operators under investigation.

GOOGLE SEARCH LED TO A COSTLY SCAM CALL

What hospice fraud means for your identity and coverage

Most identity theft stories focus on credit cards, tax returns or new loans. Those usually show up on your credit report. Hospice fraud works differently. Scammers can use your information inside a Medicare or Medi-Cal billing system without triggering a credit alert or hard inquiry. That means it can go unnoticed.

Watch for warning signs like Medicare Summary Notices listing services you never received, Medi-Cal enrollment letters in your name or explanation-of-benefits statements from providers you have never visited.

If you apply for coverage later, you could face a denial because records show you are already enrolled in another state. If your data was exposed in a breach, it may already be circulating on the dark web.

How to spot hospice fraud and report identity theft

The Centers for Medicare & Medicaid Services recommends reviewing your Medicare Summary Notice each quarter through MyMedicare.gov. If you are enrolled in Medi-Cal, check your Covered California account for unexpected activity and report anything suspicious to the California Department of Health Care Services through its Stop Medi-Cal Fraud line.

Suspected Medicare fraud can be reported to 1-800-MEDICARE or directly to the HHS Office of Inspector General at oig.hhs.gov/fraud. The Senior Medicare Patrol offers free help reviewing statements and filing reports in every state. If you notice unfamiliar charges or enrollment activity, place a fraud alert with Equifax, Experian and TransUnion. Medical identity theft often overlaps with other types of fraud.

How identity theft monitoring helps catch hospice fraud

Hospice fraud schemes like Operation Skip Trace often begin long before billing ever happens. The personal data used is typically traded on dark web marketplaces after large data breaches. Services like Aura monitor these marketplaces and data broker listings for exposed personal information, including Social Security numbers, driver’s licenses, and email addresses. They also track public record changes, such as address updates that may signal fraudulent enrollment, and monitor credit files across Equifax, Experian, and TransUnion.

If suspicious activity is detected, users receive support from fraud resolution specialists who help contact agencies, prepare documentation, and dispute unauthorized accounts. Plans may also include identity theft insurance for eligible recovery costs.

No service can prevent every misuse of a stolen identity. But when fraud happens inside systems you rarely check, like Medicare or Medi-Cal, early alerts can make a critical difference.

How credit monitoring helps detect identity theft early

Credit monitoring services track activity across the major credit bureaus and alert you when something changes. That gives you a chance to act quickly by freezing your credit, disputing unfamiliar accounts or contacting the lender.

Many services monitor your credit across Equifax, Experian and TransUnion and send alerts soon after activity is reported, so you are not waiting for a daily update to spot a problem.

Some tools also let you lock your credit file with a single tap, which can help stop new applications before they are approved.

Beyond credit reports, certain services monitor other personal data that may be exposed in breaches or sold online. That can include email addresses, phone numbers, driver’s license details and even medical IDs, all of which can be used in identity theft schemes.

While no service can prevent every type of fraud, having real-time alerts and broader monitoring can help you catch suspicious activity earlier and limit the damage.

See my tips and best picks on Best Identity Theft Protection at CyberGuy.com

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Kurt’s key takeaways

This case shows how identity theft is evolving. It is no longer just about draining bank accounts or opening credit cards. Scammers are now turning people into invisible patients inside systems most of us never check. That shift makes this fraud harder to detect and slower to stop. The best defense is to know where your information can appear and to check systems you would not normally review.

If someone could use your identity for months without you knowing, would you ever catch it before the damage is done?  Let us know by writing to us at CyberGuy.com

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