Ideally is flipping the concept of ecommerce and giving consumers the power. Normally, a merchant sets a sale price, and a buyer simply accepts or rejects it. That’s fast, but leads to tons of missed opportunities and a fundamental lack of transparency. Ideally wants to make sure consumers don’t overpay, while scoring data on price sensitivity for businesses. And with a pre-set demand curve, merchants can choose exactly how much revenue they want to earn or products they want to sell if they’re willing to drop the price low enough.