[hvass]

What are the legal implications of doing this based on jurisdiction? There are also ethical considerations. I expect this to be another thing which will be an 'open secret' in the tech/marketing worlds until other people find out about it and will be upset about.

[jmarbach]

There are no legal implications for doing this based on jurisdiction. As one of the other commenters points out, the cost of a Big Mac varies widely depending on your geography. This is an example of McDonald's adjusting their prices to their local market.

As an aside, it is illegal to discriminate on the basis of race, religion, national origin, disability, age, or gender. This product is not considering in any of that information. It simply considers an IP address and a user agent.

[adontz]

Correlations may be hidden in statistical data. Don't be so sure.