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Len Sherman's avatar

Premiumization has definitely played a role in Uber's ability to increase average rideshare prices and maintain a sizable price premium over Lyft. But these gains reflect Uber's superior algorithmic price discrimination capabilities -- i.e., the ability to target the right price to the right customer at the right time. After all, the same vehicle can be deployed on any given trip as an UberX or Comfort Ride, so the trick is figuring out which customers are more likely to opt for the promise of a better ride. The same is true for Priority Rides, which may or may not guarantee faster pickup times (you'll never know!), so the trick again is Uber's superior ability to target such rides to customers most likely to opt in.

Uber would have us believe that while their superior price discrimination algorithms on both sides of its marketplace convey an unbeatable asymmetric information advantage over riders, drivers, and competitors, THEY DON'T EXPLOIT THAT ADVANTAGE. Is their denial of using personal information in setting prices and pay credible?

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