1. Would you say that Bill is on the right track regarding the need for artificial intelligence to implement dynamic pricing? Why do you say that?

2. If he were to pursue the idea further (he obviously would need help from a consulting firm), what data would be needed to implement surge or dynamic pricing?

3. Would models be needed? What would the models do? How might they be developed?

4. Describe the ultimate system that would be needed in terms of inputs needed, how those inputs would be captured, models needed (just a general sense of what the models would need to do), how pricing would be communicated to perspective users and how fees would be collected. Mapping it all out in a diagram with a few comments on what is occurring at each step is probably a good approach to answering this question.