Last week, Hurricane Irma emerged as one of the most powerful Atlantic hurricanes in history. Florida started sounding evacuations as early as last Tuesday, five days before the storm was due to hit. By and large, human marketers responded with compassion. But many automated e-commerce sites wound up price-gouging desperate Floridians. Whether it was the airlines or Amazon, online marketplaces proved unprepared to handle the disaster with humanity, or even respect for the law.

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