Special pricing for the car-service Uber is shocking some customers, according to ActionNewsJax in Jacksonville, Florida.
The Georgia-Florida football game brought tens of thousands of people downtown Jacksonville this weekend, including David Deviese. But instead of driving his own car, he called for a ride from Uber. He has done that before.
"A quick 20-minute ride. It's usually $30-$40," Deviese said.
But this time he got sticker shock.
"It ended up costing $295," Deviese said. That was only for a 17-mile trip. You could fly 1,000 miles from Jacksonville to Dallas this month for about the same price.
He wasn't the only upset customer. Viewer Brooke sent ActionNewsJax her Uber receipt from the Georgia-Florida weekend. It was $256 for a 26-mile trip.
The difference in the cost is from surge pricing. The higher the demand, the higher the prices.
ActionNewsJax tweeted the company asking for an explanation. Uber told us in part, "Dynamic pricing allows us to remain the reliable choice, even on the busiest nights of the year." Uber also maintains that the cost is repeatedly communicated to customers.
Better Business Bureau President Tom Stephens the practice is completely legal.
"It's all right to charge that as long as they disclose what's going on," Stephens said.
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