The economists' answer is doubtless, "what the market will bear", which is of course of no practical use. Thanks to the web, you could do some trial and error - some users get different prices, or you can run promotions, stuff like that, so you can see how people respond.
It might not be ideal for what you guys are doing, but think about a site with many users buying many different things. It's easy to sneak some changes in there to see how people respond to differential pricing.
From your squeezedbooks summary: "Many web sites, especially airlines, and even amazon.com, change prices for each individual on the site based on their behavoir." Huh, I didn't know that. The plot thickens ... I'm going to be really careful with my mouse movements next time I book a flight. :-)
Yes, it's really annoying to be shopping for an airline ticket, make a significant amount of requests (10-20) with different parameters (dates, airports, etc) only to see your first quote rise when enter it again :-/.
