> Why would Uber want to incentivize drivers during high demand periods, versus just taking that additional money themselves? Consumers would revolt, because t

> Why would Uber want to incentivize drivers during high demand periods, versus just taking that additional money themselves? Consumers would revolt, because they hate surge pricing. It is only acceptable because Uber argued that it was necessary to get drivers on the streets. If Uber starts setting shifts, then it looks to the consumer like pure greed. A probable outcome is regulation to cap fares. The main reason to set shifts is to maximize asset utilization, but Uber doesn't own the assets (vehicles), so this isn't an issue.