Uber knows *you* as well as the neighborhoods (Score 2)

Why stop at setting fares based on "how much *groups* of customers are willing to shell out "? Uber has a personal relationship with you, don't they? So they can experiment with your *personal* willingness to pay ... if you are a regular customer, they can keep upping your price a little bit, then do it a little more at rush hour to see how likely you are to accept high rates under stressful conditions. Come to think of it, maybe they can figure out a way to get your heart rate from your smart watch to get an even better read on your state of mind. My Libertarian friends will probably still say that the market will sort it out. Free foxes in free hen houses! But maybe we can save everybody a lot of grief by reigning in a company that has shown so many times that it will do whatever it can get away with.