Lets pretend you and your friend go to a car dealership. You get quoted a fair price. Your friend gets quoted a higher price (pick a reason, female, old, young, whatever) and must haggle to get it down because they don't need the super expensive floor mats. When confronted on the issue the person claims that data shows that female, old, young, whatever people prefer expensive floor mats.
We all know what is going on here. They aren't doing it for you. They're doing it to pad their bottom line and they're lying to a subset of their customers. That is the problem.