Uber's surge pricing is a PR crisis that won't go away

After dealing with weeks of tough headlines about tracking users, threatening journalists and receiving regulatory bans around the world, you could almost imagine a group of Uber executives taking deep breaths in their headquarters and saying, "It could have been worse."

And then it got worse.

Uber briefly introduced surge pricing up to four times the normal rate in Sydney on Monday during an armed hostage siege in its central business district that upended the city. One Uber customer in Sydney described it to Mashable as "almost price gouging at its worst."

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