Surge pricing

"If you don't have any idea when or why a price might change, it creates a sense of urgency and a sense of scarcity," says Amanda Mull at Bloomberg.

Dynamic pricing is the practice of having prices that vary by demand or even customer type. We're used to it when it comes to airlines and ridesharing. But what about restaurants?

Uber's "surge pricing" policy means prices go up when demand is high.