So who else believes the term "Surge Pricing" is horrible? What if instead of charging more for busy times, they charged less for slack times, and call it "off-peak" pricing, with bigger discounts for times when there are fewer riders. The rate table stays exactly the same, it is just a matter of the optics of how things are presented. Now the 99% get deeply discounted luxury black car service when the 1% aren't using it. I suppose some of the "rich" won't like the association of using a discounted service, but I'm sure no one is going to get extremely angry, like some people get with the current nomenclature. Seems like someone dropped the ball in the marketing department because their libertarian mindset didn't take human psychology into account. Thoughts?