Firstly, this type of practice is fairly common in certain markets, hotels and airlines being key. We believe there are more scenarios to which it could be exte

Firstly, this type of practice is fairly common in certain markets, hotels and airlines being key. We believe there are more scenarios to which it could be extended. Secondly, it's a matter of perspective. Each person has a price they're willing to buy at, and that generally reflects an individual's willingness and ability to spend. Yes, you may hate paying more, but your decision to purchase it anyway means you valued that item enough to buy it at what we offered it to you at. Theoretically if we surged too high, people would stop purchases and the price would go down.