We live in a capitalist world, and every man has the right to explore and exploit opportunities.
But businesses used to have an unwritten code—they followed ethics.
We hear most founders and VCs go gaga over building customer-first companies, constantly echoing that “Customer is king.”
But is the customer really the king?
In the era of behavioral profiling, algorithms, and signals, we’re losing the core aspect of business—trust.
As a consumer, I constantly live in fear of being deceived or cheated by most service providers in my day-to-day life.
The Illusion of Choice
Trying to book a ride through a popular app? Recent reports reveal that ride-hailing companies charge different fares based on the user’s device, with iPhone users allegedly paying more than Android users for identical rides. While the companies have denied implementing such practices, the very emergence of these allegations raises concerns about transparency and fairness in pricing. (Reuters)
And it’s not just about the price. Many ride-hailing platforms have been accused of manipulating waiting times and availability, nudging users into paying for premium services. 84% of users have reported being forced to cancel rides because drivers or the platform became unwilling to provide the service. Another 78% encountered “bait and switch” tactics, where the estimated wait time before booking was significantly less than the actual time it took for the driver to arrive. (Local Circles)
Dark Patterns Across Industries
“Dark patterns”—design tactics that manipulate users—are rampant across industries. In e-commerce, a comprehensive study analyzing approximately 11,000 shopping websites identified 1,818 instances of dark patterns. These included deceptive countdown timers and hidden charges revealed only at checkout. (ArXiv)
Closer to home, a study examining 53 popular Indian apps across sectors like cab booking, delivery, e-commerce, and fintech found that 52 of them employed deceptive design patterns. Common tactics included privacy deception, drip pricing, interface interference, and false urgency—all designed to manipulate user behavior and decisions. (Times of India)
Quick Commerce: Fast but at What Cost?
Quick commerce platforms promise convenience but often come with hidden costs. Many users have observed additional charges, such as platform and handling fees, even after subscribing to membership plans that promise free delivery. Moreover, these platforms frequently employ strategies that encourage users to make unnecessary purchases to avail discounts, leading to increased spending. (Reddit)
Fintech and Credit Card Apps: The Price of Convenience
Even fintech apps that promise convenience and rewards have their share of deceptive practices. In India, a popular credit card payment app was scrutinized for charging a “convenience fee” that was not disclosed upfront, affecting users’ cashback calculations.
Another well-known fintech startup faced backlash for pushing users towards premium membership with misleading comparisons that exaggerated savings. Such practices erode trust and transparency, leaving users feeling cheated.
Exploitation Disguised as Innovation
What’s even more concerning is how these manipulative strategies are celebrated as “innovative business models.” Dynamic pricing, for example, where prices fluctuate based on demand and user data, is now common across sectors—from ride-hailing to event ticketing. While it optimizes profits, it also leads to perceptions of unfairness among consumers. (Le Monde)
The Real Cost of Dishonesty
This isn’t just about paying a few extra bucks. It’s about trust—something businesses are losing rapidly. A survey revealed that 76% of websites and apps worldwide employ at least one dark pattern, leading users to exercise greater caution when engaging with online platforms. (Economic Times)
What’s more troubling is that these deceptive practices are being rewarded as “growth hacks” and “business innovations.” Investors applaud these “genius” models that manipulate consumers into spending more.
But at what cost?
A Broken System
The system is broken when deceptive practices are not only accepted but celebrated. The lines between clever marketing and outright deception are blurring. And the consumer? We’re left feeling cheated, manipulated, and exhausted.
Is This the Future We Want?
I miss the days when business was about value creation, about solving real problems, and building meaningful customer relationships. Today, it feels more like an elaborate game of deceit—who can trick the customer better?
So, I ask again—Is dishonesty really a genius move?
Or are we just normalizing exploitation in the name of growth?
It’s high time we start questioning these practices and hold businesses accountable for their actions.
Because if dishonesty is the new normal, then we’ve already lost the plot.
Originally published on LinkedIn.