Why Surge Pricing During A Crisis Is Bad For Uber's Brand

I don't believe Uber's algorithm that determines if surcharging will go into effect should be used during a crisis. A human, not a computer, should be consulted during catastrophic events like this one. While some argue it encourages drivers to go to a potentially dangerous area, it sends a loud message to the world about Uber's priorities.The company could incentivize drivers without charging the customer. While in the short term it might appear to make sense, I believe from a larger branding perspective it makes the company seem out of touch - without compassion for customers. While many of you espouse "common sense" supply and demand, there will be backlash to Uber's repeated transgressions against local communities trying to get to safety during times like this (remember Miami night club bombings?)

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