urge pricing, like Uber's, works by increasing fares during high-demand periods to balance supply and demand. The theory is simple: higher prices attract more drivers to work during busy times and encourage passengers to wait until demand decreases. Arguments for surge pricing include it being a fair way to allocate resources during peak demand, ensuring available cars for those willing to pay. Critics, however, argue it can lead to price gouging and is unfair to passengers without alternative options. The controversy lies in the balance between market forces and fairness to consumers