Adjusting prices by demographic is so common in many industries. Charging less for children, families and the elderly is the same thing. Charging less for women in clubs. Same with booking hotels and flights, based on browsing history, IP address, cookies and the extrapolated demographic. Even a repair contractor adjusts his prices up for someone who lives in a mansion with expensive cars in the driveway, and down fo…
And often illegal.
Discrimination based on sex/gender or age is (usually) prohibited in Europe, for example, unless there are very compelling grounds to do so.