Well, not really, as it's not exactly a flat percentage premium on everything, is it? It's only on certain items, so the amount you pay not to consent to processing depends on what you're going to buy and on what deterrent pricing, if any, will apply to those items at the time you buy them, which is unknown when you sign up. And it may or may not be bundled with a points scheme, further complicating the calculation.
That's most unclear, and deliberately so. You don't want to tell people their data is only worth one or two percent of their shopping bill, nor how much or how little you may be offering compared to your competitors.
I would regard it as entirely reasonable for the regulator to either
- ban 'consent or pay' altogether on the basis that informed consent is not freely given under that model, or
- require transparent pricing 'i.e. we will buy your data and consent for processing in return for a flat 1.25% discount.'
It wouldn't stop them increasing their base prices in order to fund the discount (meaning it's not really a discount at all), but at least it would be transparent. It might introduce a bit more meaningful competition on price (rather than on who's best at making people feel like they're getting a good deal).
I do agree the potential for discrimination is absolutely enormous. How is a homeless person supposed to navigate this? Or, as
@Bletchleyite observes, under 18s.