It's another year of Double Eleven, and the topic of "big data killing familiarity" has once again become hot. Especially in 2025, when major platforms have announced the landing of AI applications, concerns about being more accurately "surrounded" by big data have surfaced in the minds of many consumers. The price of the mobile phone used directly affects the price of goods, subsidies that old members cannot grab are quickly claimed by new members, and various subsidies are stacked on top of each other but not as cheap as new users can buy... With the increasing convenience of online payments, "big data killing" has become a pain point repeatedly reported by consumers. Every time there are various "online shopping festivals", related complaints will erupt. Recently, the State Administration for Market Regulation issued a "Double Eleven" online centralized promotion compliance reminder to major e-commerce platforms, clearly stating the elimination of illegal activities such as "choosing between two" and "big data killing". Unlike other behaviors that harm consumer interests, consumers who are in a one-way transparent position often find it difficult to detect or rely on their own strength to crack the "algorithmic web". This makes big data mature with high concealment and strong targeting characteristics. It is worth noting that the relevant behavior is still "putting on a new vest": from simply discriminating prices based on user profiles, to now some platforms bombarding the final price into a series of "calculation problems" through multi-layered nested discount mechanisms, extravagant full reduction subsidies, and other rhetoric; Alternatively, by further integrating technological means and dynamically adjusting display prices in real time, it becomes even more difficult to "buy cheap"... The difficulty for consumers to identify "cooked meat" is increasing. The 'big data kill' strategy appears to be a differentiated pricing strategy empowered by technology, but in reality, it is a behavior of some platform enterprises using their data advantage to discriminate against old users in terms of price. This behavior not only violates the basic spirit of consumer rights protection, but also shakes the foundation of fair trade in the market economy. When technological innovation is transformed into tools for "precise harvesting", and data advantages are turned into chips for "watching others down", the damage is not only to consumers' wallets, but also to the trust foundation of the entire digital ecosystem. To rectify the chaos of 'big data killing', it requires multi-party collaboration and comprehensive measures. Regulatory authorities need to further improve laws and regulations, clarify the boundaries of data usage and platform responsibilities, and use technological means to strengthen regulatory capabilities, so that the behavior of 'killing mature' has nowhere to hide. Platform enterprises should strengthen self-discipline, prioritize social responsibility over short-term benefits, and rebuild consumer trust through open and transparent pricing mechanisms. Consumers should also improve their digital literacy, enhance their awareness of rights, and safeguard their own rights and interests. When algorithms and data are truly used to create value rather than extract value, and when platform enterprises and consumers establish a new type of symbiotic relationship, we will also usher in a healthier and more sustainable digital economy ocean. (New Society)