Surge pricing is a dynamic pricing approach used by ride-hailing services like Uber and Ola to adjust prices based on supply and demand. When demand increases, algorithms raise prices to act as an incentive for more drivers to go online, increasing supply. This helps balance supply and demand so wait times are reduced. An example showed how without surge pricing during a New Year's Eve outage in NYC, driver supply dropped as it was no longer lucrative, causing completion rates to fall from 100% to 20% as demand increased. Surge pricing benefits both riders and drivers by incentivizing drivers and improving efficiency.