Time-of-day pricing is a bit different from unpredictable dynamic pricing. If the customer can reasonably anticipate the expected pricing, that's different from

Time-of-day pricing is a bit different from unpredictable dynamic pricing. If the customer can reasonably anticipate the expected pricing, that's different from being suddenly surprised at a price hike -- like with Uber-style surge pricing, which sometimes lines up with rush hour but sometimes at completely non-obvious times. Also, in terms of customer psychology it would be better to display the maximum price at lunch time (or whenever the peak is) and the lower prices as a discount. Fees are bad, discounts are good, even if it works out to exactly the same prices.