I don't think it's unethical, but that's because I understand surge pricing is a tactic to increase the number of drivers on the road. Most people don't get tha

I don't think it's unethical, but that's because I understand surge pricing is a tactic to increase the number of drivers on the road. Most people don't get that. And as much as we want to blame people for not understanding how things work, the onus is on Uber to communicate these things clearly. I do think it's not just bad PR, but it wastes an opportunity for great PR. The other black car service capitalized on the opportunity to help. Had Uber recognized this and put surge pricing into effect for drivers but subsidized riders they would have gained a lot of good will. But they didn't and they have to continue to fight the negativity.