Okay, I'll bite. HOW can Uber "easily increase supply of drivers during high demand"?
One way would be to offer a bonus or reduce their cut of the fare from 25% to 20 or 15% during high demand times. Since more people are traveling during high demand times, the cost of travel (i.e. "waiting for passenger" time + traveling cost between two fares) is low. While their per passenger profit is reduced, they make it up in volume.
I'm going to have to assume you think that Uber has the legal authority to require, for instance, that I (or you, for that matter) work for them during high demand times, whether you want to or not.
I'm pretty sure Uber has some say in whether a driver gets a fare or not. It would be easy to give drivers "licenses" that only work within the high demand times. This way, if the driver wants to make money, he can only make it driving 7 am to 10 am. An evening class driver would only be able to get fares from 4pm to 6pm and so on.
This is all common sense, but for a company that until recently refused to acknowledge it was a taxi company, surge pricing is just a common business trick to pocket huge profits by gouging desperate customers.