You know how it seems like Uber always has surge pricing when you really, really need a ride? That's because they have an employee studying when you will and won't pay more for a lift. And the info they know about you is downright Orwellian.

Uber's head of economic research, Keith Chen, recently spoke with NPR about the company's "dynamic pricing." He explained that we're more likely to pay more when our cell phone is running out of battery. Of course we are—that's when we really need a ride and can't wait around for a taxi to show up. 

But wait, how do they know when our battery is low? The Uber app can tell when it's being run on power-reserve mode. (Chen claims they don't use that information to set prices.)

Uber's research also found that when the price is surging 2.1 times the usual cost as opposed to just 2 times, customers are more willing to pay it. Apparently we assume there's some complicated algorithm at play when we see an uneven number, and we therefore think it's justified. In other words, we think, Oh they didn't just double the price because it's snowing. Demand must really be 2.1 times higher right now. 

Capitalism! 

From: Esquire US