Oh we're going for the legal definition as far as how much they can fudge things? Okay then.
This conversation is going no where because you are not only okay with but you condone behavior where lie by omission or falsely implying something is a-okay because they didn't explicitly say something they are legally liable for. And why? Because greed is good, apparently.
Legal definition? No, I'm not using a legal definition. I'm using a graphical example of how the data is actually represented on their site. You are the one making claims that their site tuning by user profile represents a lie, an omission of truth and a false implication of "something" but you've yet to prove any of this and the evidence is right there in front of you. I just can't for the life of me figure out how you can draw deceptive business practices out of something so simple as a suggestive sales technique. By your standards "Would you like fries with that?" is equivalent to a death threat (well....ok, I may agree with you a bit there if that's the case).
By any definition, a lie is an overt attempt to deceive someone by intentionally not telling the truth.
So I'll ask again....where are they intentionally attempting to deceive you, the customer? You've made some pretty bold claims that they are lying (multiple times now). All I'm asking you is to prove your point.
By pushing higher priced hotels (not differently priced....different hotels/rooms that are priced higher) to customers that their own profiling suggests are willing to pay higher prices for a nights' sleep...how is this a lie?
Using your car analogy....a well-dressed customer comes into the GM dealer and the sales person pushes them to the Buick side of the lot rather than the Chevy side, or a dude dressed like a cowboy gets shuttled over to the GM Truck side of the lot right away. Is that lying/deceptive/discriminatory or is that just "reading the customer" and trying for the best sale? The customer can always say "No thanks, I prefer a Chevy" and that's exactly what you can do on Orbitz' site as well if you wish.
Again, if you read the article its pretty clear that they are suggesting higher priced venues....but not charging different prices to two different profiles. Both customers can get the same room, same price, low price guarantee intact if they wish.
So again:
-Where are they lying, fibbing, cheating or "fill in word for deceptive trade practices here"?
-Where are they intentionally attempting to deceive a customer?
-Where is the customer being cheated in any fashion whatsoever?