[fy20]

There's a McDonalds near me, where if you go at 2pm on Saturdays, you are going to be waiting in the drive-thru queue for around half an hour.

I'd imagine if they put the prices up by $1 most people would not care. Of course they would lose some customers, but the overall profit for the surge period will be higher.

This optimization is commonly done in SaaS businesses - it's better to serve 10 customers at $100 a month, than 50 at $20 a month.