Bloomberg article says Uber would like to price based on how much you are willing to pay instead of using some static factors like length and time of day. http

Bloomberg article says Uber would like to price based on how much you are willing to pay instead of using some static factors like length and time of day. https://www.bloomberg.com/news/articles/2017-05-19/uber-s-future-may-rely-on-predicting-how-much-you-re-willing-to-pay https://www.bloomberg.com/news/articles/2017-05-19/uber-s-fu... This is what every smart business likes to do. Charge more from those who are willing to pay, but also keep more price sensitive customers. Traditional way of doing this is to create multiple versions of the essentially same product and price them differently.