JetBlue Sued Over 'Surveillance Pricing'

The legal action was triggered by a viral social media exchange where JetBlue advised a customer to use an incognito window to avoid price surges.

While the airline denies the allegations and claims the tweet was a mistake, the lawsuit argues that the practice is a predatory retail tactic.

The case lands as Maryland becomes the first state to pass legislation banning dynamic surveillance pricing.

Industry experts say the outcome of the suit could signal the end of a controversial industry practice that potentially costs travelers hundreds of dollars per trip.