Uber has taken plenty of criticism for surge pricing, which occurs when the car service hikes fares during periods of high demand. The latest Uber for iOS update includes a new Surge Drop feature that clearly informs ride-seekers if surge pricing is scheduled to end at their location within the next 30 minutes. In their eyes, the higher pricing is necessary to keep drivers on the road during inclement weather, holidays, and other situations where demand can quickly overwhelm supply. Questionable business practices aside, Uber prioritizes reliability over affordability, and the company is quick to point out that surge pricing isnt going anywhere.
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