Fast food used to be cheap and fast, now it's moderately priced in a moderate amount of time.
Surge pricing works for uber because it translates higher demand to higher prices which encourages increased supply. Higher prices at Wendy's just means less demand for a cheeseburger.
Feels similar to the subscription services for cars where traditional companies are looking to tech companies for ways to increase profit without understanding how these businesses actually work.
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The masses of humanity have always had to surf.
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