This is not precisely accurate. These are individually addressible and can be commanded to change what's displayed based on any arbitrary input, such as detection of a critical mass of apple products in that part of the store, or a device which is signed into a store account on the store app, accurate down to about 3 meters last time I looked at the state of presence analytics tech. So you absolutely could have 20% higher prices follow a person around a store if you wanted to.