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The increase in available data on consumer characteristics and behaviour together with the augmentation of processing capacity using algorithms is opening the way for the development of third-degree tariff discrimination strategies with extremely fine granularity. While the effects of this quasi-first degree discrimination on the total surplus are ambiguous, they are also inducing a transfer of well-being between economic agents. This article analyses the possibility of implementing such strategies in the digital economy and considers the possible responses of legal experts establishing the rules on competition as well as of the consumers themselves.