Regarding surge pricing in general, one way to potentially reduce animosity towards it is by implementing more transparent and flexible pricing mechanisms. For example, instead of abrupt surges, Uber could gradually adjust prices based on demand, giving riders clearer expectations and potentially reducing the feeling of being taken advantage of. Additionally, Uber could improve communication about the purpose and benefits of surge pricing, emphasizing its role in incentivizing more drivers to come online during high-demand periods and ensuring fair allocation of rides. Renaming surge pricing to something more neutral and descriptive could also help, such as "demand-based pricing" or "dynamic pricing." Ultimately, increasing transparency and framing surge pricing as a tool for improving service rather than simply a way to increase profits could help mitigate negative perceptions