I think that paragraph is a problem of poor formatting. Observe the context: > So pundits have proffered a number of suggestions for solving the public relatio

I think that paragraph is a problem of poor formatting. Observe the context: > So pundits have proffered a number of suggestions for solving the public relations problem. > The company itself should take no money during surge periods… Or when prices rise really sharply, Uber should donate its take to charity. > These are all interesting ideas. But it’d be a mistake for Uber to let public relations trump economics when it comes to dynamic pricing. That is, the author isn't actually proposing these ideas, but is repeating and disagreeing with ideas that others have proposed. However, the context should be moved to that paragraph for clarity; as written, it's way too easy to misinterpret.