I missed this when it came out last week, but Nick Bilton of the New York Times wrote an interesting article on how dynamic pricing—a pricing model where the price rises or falls based on real-time changes in demand—affected users of Uber – the service that allows people to order livery cabs through a smartphone application. Dynamic pricing, long hated (but accepted) by most airline customers for the past two decades is now becoming more common in our everyday lives. And judging by the reaction by Uber’s customers, it still has a long way to go until it is viewed in a positive light.
On New Year’s Eve, Dan Whaley, a tech entrepreneur in San Francisco, got into a black Town Car and was driven one mile to a holiday party. The ride cost him $27. At the end of the night out, Mr. Whaley took...









