Rapid technological developments in online markets fundamentally change relationship between consumers and sellers. Online platforms can easily gather data consumers' search behavior, allowing for price discrimination. Therefore, product becomes a strategic choice. Consumers face a tradeoff: Search intensely and receive fit at a potentially higher price or restrict search behavior, be strategically inattentive, receive a worse fit but maybe a better deal. We study the resulting strategic buyer interaction theoretically and experimentally. Our experimental results shed a critical on the added value for consumers through the rise of online platforms and on the effectiveness of current regulations.