Erika Morphy tells retailers how not to be evil and suggests other resolutions for navigating a tricky economy and cautious consumers. "Don’t be evil as you sell. The Washington Post recently highlighted a practice with which e-tailers have been increasingly experimenting — dynamic pricing. Essentially that means adjusting prices in real time to whatever the retailer thinks the customer will pay. ...Consumers hate this practice and related ones. ...It is perceived as grossly unfair and unsportsmanlike." Her tips include that discounts still rule and that use of behavioral targeting or other online monitoring should be responsible.