There are certain times when the demand for Uber rides increases (bad weather, rush hour, special events, etc.). Uber uses "surge pricing" as a way of charging more during these periods of high demand. Customers aren't always happy about this, and traditional taxi cab drivers are happy to accuse their rivals of "exploiting customers." What is at least one way that Uber could market surge pricing that might take into account the psychological biases of it's customers and help limit negative reaction to the practice?