1. While many consumers don’t like Uber’s surge pricing, it can’t 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 you agree that it should be legal? Build a strong case either way, depending on your feelings about surge pricing.

2. What adjustments and improvements to the implementation and communication with customers about Uber’s 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?

3. If surge pricing was found to be illegal, do you think prices for Uber’s service would rise in general? Why or why not?