The real problem that Uber has to deal with is whether the increased supply (and marginal uptick in revenue) is worth the ensuing PR nightmare. Uber already do

The real problem that Uber has to deal with is whether the increased supply (and marginal uptick in revenue) is worth the ensuing PR nightmare. Uber already does this for days of heightened demand like NYE and Halloween. People get irritated, some enough so to blog about it (http://techcrunch.com/2012/08/19/uber-screwed-me-but-at-least-it-bought-me-breakfast/ http://techcrunch.com/2012/08/19/uber-screwed-me-but-at-leas...). But in the wake of Sandy, this pricing comes across as far more unscrupulous. I'd guess they didn't consider it.