[eli]

The idea is that it warns you first and you agree to the increased price because you really want the car. This makes them more money (obviously) but it also incentivizes more drivers to get on the road when demand far outstrips supply.

I personally feel like that's not price gouging, so long as it isn't your only method of transportation. If you were very price conscious, you would probably be using a cheaper Uber competitor to begin with.