The ban is specifically on adjusting prices _per-consumer_ based on data known/collected/stolen/assumed about the consumer.
Price controls will screw over the most vulnerable consumers. Small businesses will offer lower prices to price sensitive or low-income consumers or repeat customers. Because despite what you will read about on Reddit, the owners are not cartoon characters, live in the community and care about their neighbors.
Which is wild, because things like car dealerships, airline tickets and many more do it already.