The article Antitrust Laws Protect Competition? Then analyze the following case and answer the discussion question, in essay form:

Company X is an online pharmacy. Recently, peers used a computer program to analyze the buying behavior of consumers customers sorted by zip code and found that customers from some ZIP codes are, on average, less price sensitive than customers from other zip codes. Consequently, the company has raised prices by a 3 percent for customers in "less-price-sensitive" ZIP codes. Please note that the zip code is automatically identified when a customer arrives at the company's website.

Is it ethical for Company X to charge some customers a higher price based on its analysis of prior buying behavior?