Big data killing refers to the same goods or services, and the prices seen by old customers are much more expensive than those seen by new customers. This phenomenon has always been a hot and difficult issue in the protection of consumers' rights and interests in the digital economy. Operators use big data to collect consumers' information, analyze their consumption preferences, consumption habits, income levels and other information, and sell the same goods or services to different consumers at different prices in order to obtain more consumers' remaining behaviors.

From an economic point of view, killing big data is a typical price discrimination. Price discrimination refers to using user data to discriminate against old users. With the increase of consumers' purchase times, merchants are more and more aware of their consumption attitudes, preferences and laws, and have worked out more "suitable" prices for consumers.

However, the strangulation of big data has caused some controversy. On the one hand, this behavior may infringe on the rights and interests of consumers, because consumers have the right to choose whether to accept this differentiated pricing. On the other hand, this behavior may also have an impact on fair competition in the market, because big data analysis can help enterprises better understand the needs of consumers and thus formulate more effective marketing strategies.

In general, killing big data is a complex issue, involving consumer rights protection, market competition rules, data privacy and many other aspects. For this problem, we need to find a balance between protecting consumers' rights and promoting market competition.