After Jessica Seinfeld (yes, Jerry's wife) got the Uber bill for $415, she posted in on Instagram. The company had calculated that based on its Surge Pricing practice. When demand is high for its driving service, the price goes up. All this is highlighted in the mixed coverage of Uber in the current issue of Bloomberg Business Week. Here you can read it.
The Surge Pricing practice is not a best practice among us businesspeople who have been around a while. We would never inflict that policy on our clients. Just because we are super busy with demand is no justification to charge clients more than usual.
My experience in professional services bears out that clients will reward, in their own ways, when they get what they need when they need it, despite what's going on in the vendor's business. Sometimes they give me bonuses. More often they send referrals and won't accept a finder's fee.
Likely Uber will have to back down from Surge Pricing or the competition like Lyft will plow it under. Right now many of us are not rooting for Uber.