Surge pricing, often employed by transportation network companies such as Uber, involves adjusting prices based on the current market demand for a service. During peak demand periods—such as rush hour or major events—prices are automatically increased to balance demand with available supply. The aim is to incentivize more drivers to get on the road and serve the increased demand, ensuring that more users can receive service in high-demand situations. While surge pricing can maximize earnings for providers and increase availability for consumers, it can also lead to customer dissatisfaction when prices rise significantly during busy times.