"Due to extremely high demand, surge pricing is in effect. Your ride will now cost a 30-minute timeshare presentation, by a sales agent who'll be riding along with you."
Can I make a friendly reminder that if they didn't use surge pricing then the wait during heavy traffic times would be a lot longer. So it is a tradeoff between higher cost and shorter wait times. I think the real annoyance then is the other customers who want to use the service bidding up my price.