Read both How Targeted Ads and Dynamic Pricing Can Perpetuate Bias and Everyone Hates Uber Surge Pricing.

While many consumers dont like Ubers surge pricing, it cant easily be claimed that it is price-fixing (as it is not coordinated with competitors such as Lyft), price discrimination (as all customers in a surge area are subject to the same price increase), or deceptive pricing (Uber is nothing if not obvious about the price increase). Thus, despite the negative reactions, surge pricing is legal. Do agree/disagree that it should be legal? Build a strong case either way, depending on your feelings about surge pricing.

What adjustments and improvements to the implementation and communication with customers about Ubers surge pricing strategy do you suggest in order to help those customers better understand the value proposition and improve acceptance? How might you explain surge pricing to consumers so the benefit they receive from it is better understood.