Here s the kicker though In terms of keeping people happy on New Year s Eve Uber really can t win. Let s say for the sake of argument that everyone decides to take Uber s advice and call rides during the demand troughs shown on the graph. Well suddenly those periods are no longer low demand they're high demand and fares will adjust accordingly. The flip side of this is that as I noted above the main way Uber gets so many drivers to come out on New Year s Eve is with the promise of soaring demand and high fares. But the more drivers that actually work tonight the greater the supply of rides becomes. And if a critical mass of drivers hits the road well they could cause surge pricing to fall or even vanish entirely. If that happens customers are happy because they re not paying loads of money for a ride but all of a sudden the drivers who are banking on a big haul feel betrayed.
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