algorithm favors the customer if cb lt db then the optimization algorithm favors the discounter the optimization algorithm determines which personal data fields are prescribed and what the prescribed discount is by maximizing the sum of the product of the customer biasing factor with the ratio of the customer benefit function to the customer benefit function normalization value and the product of the discounter biasing factor with the ratio of the discounter benefit function to discounter benefit function normalization value subject to any customer non negotiable constraints and any discounter non negotiable constraints as shown with reference numeral 720 in fig9 mathematically the optimization algorithm maximizes without violating any of the non negotiable constraints imposed by the either the customer or the discounter respectively if no outcome satisfies the constraints no discount is provided and the customer does not need to provide values for personal data fields the entire process circumscribed by the outer box 710 of fig9 provides a preferred method of determining what are the prescribed personal data fields and what prescribed discount will be provided in return for the values of those fields after the prescribed personal data fields are determined the discounter receives values for those prescribed personal data fields 730 the value of a personal data field is certified as corresponding to the customer 740 and the price of the deliverable is reduced by the.