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DEC 30, 2012 - Business Insider

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Uber Warns Customers New Year's Eve Pricing 'Is Not For The Faint Of Heart'

Uber, the startup with an app that lets you summon a town car limousine with your smartphone, has gotten a lot of grief in the past for something it does called "surge pricing." How it works: During times when demand is most high, Uber will charge customers multiplies of its normal rate. Uber says it does this to encourage limo drivers to get on the road and make themselves available to Uber customers. It's all perfectly logical, but because many Uber customers only use Uber when they need it, surge pricing can make customers angry because it seems like the service is ... Read More

Tags: Uber Warns Customers New Year's Eve Pricing 'Is Not For The Faint Of Heart',  Uber Latest News