He does not think this is is just selling it further? Oh no, it might prohibit software automatically determining my wages, how could we even have a society if we don't let computers figure out the least they can pay me without me quitting.
Enforcing it is another question though and you're right that companies will likely just accept the fine. It's all the more reason why this sort of thing needs to aggressively be legislated against and denied.
and -at least in this article- the consequences seem noticeably missing
EDIT: Althought the article does not include it, the bill (linked from the article) does.
The attorney general or a district attorney may bring a civil action on behalf of the state against a person that violates the prohibition against individualized price or wage setting based on surveillance data to seek the imposition of civil penalties. In addition, a person aggrieved by a violation of the prohibition specified in the bill may bring a civil action on behalf of themself or a group of similarly situated persons to restrain further violations and to recover damages, costs, and reasonable attorney fees. A violation of the prohibition against individualized price setting or individualized wage setting is a deceptive trade practice under the "Colorado Consumer Protection Act".
The theory behind capitalism requires people to take into account what they know when making decisions.
Suppose you have a business where many customers expect to be able to try the product before committing to buy it so the cost of paying for shipping for "free returns" has to be incorporated into the advertised price. Then you notice that a subset of customers have a better idea of what they want and never trouble you with returns, so you want to give them a discount to try to get more of their business.
That's capitalism working the way it's supposed to. The customers who consume fewer resources get to pay lower prices. But it's the thing this bill prohibits, isn't it?
And for that matter, the customer would have enough information to know the quality of the product before purchasing, but that is often not possible.
If you try to sell "return insurance" then some customers don't buy it but end up wanting to return it anyway and then leave you a bad review for not having free returns. That costs you more than charging somewhat higher prices and having free returns, so that's what you do instead. But now efficiency requires some other mechanism of allowing the people who don't do excessive returns to pay a lower price.
Also, suppose you actually did sell return insurance. Then you notice that a subset of the customers who buy return insurance rarely use it, so you want to give them a discount to try to get more of their business.
I don’t think that is unreasonable.
The solution is to use reasonable efforts to block Colorado residents if you can’t comply with the law. That’s a tradeoff a group of people are allowed to make for themselves.
We don't really want small companies to have to start blocking people in other states by default. That's not great for interstate competition.