Uber is trying to make you forget that surge pricing exists

Surge pricing has long been Uber’s Achilles’ heel: during periods of excessive demand, when there are more riders than drivers, Uber increases its normal prices to encourage drivers to flood the zone. Drivers love it, often waiting to sign-on to the platform until surge pricing kicks in, but most passengers hate it and some critics equate it with price gouging.

Now, Uber is testing a new version of its app that makes surge pricing nearly invisible to customers. The lightning bolt on the home screen and pop-up box notifying riders that their fare will be multiplied are both gone. Instead, riders who input their destinations will be presented with an ironclad, upfront fare.


So how will riders know when surge…

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