It may very well be this or something else, but one sample isn't data :).

I remember years ago there was a "scandal" (for lack of a better word) about an online retailer charging regular customers more. I can't find it though- funnily enough all my searches do turn up McKinsey's ad about "Personalizing the customer experience": https://www.mckinsey.com/industries/retail/our-insights/pers...

My experience: at check-in, Southwest assigns the lowest available boarding pass number. Cancellations, flight changes, and upgrades can each open up lower positions after higher have been assigned.