Uber’s hamfisted behavior continues to get it bad press. The latest: its “surge” pricing, algorithmically set according to demand, went up 400% in Sydney during the hostage-taking event.

Uber has responded appropriately, offering refunds, and providing free rides out of the area. At the same time, it’s keeping its pricing elevated to encourage more Uber drivers to get into their cars to pick up passengers there.

Some of my friends are suggesting that when someone at Uber notices surge prices spiking and it’s not snowing or rush hour, they ought to look into it. Fine, but here’s a radical idea for decentralizing that process:

Uber creates a policy that says that Uber drivers are first and foremost members of their community, and are thus empowered and encouraged to take the initiative in times of crisis, whether that’s to stop for someone in need on the street or to help the population get out of harm’s way during a civic emergency.

Then Uber rewards drivers for doing so.

That is, Uber’s new motto could be “Don’t be a dick.”

And for the other side of humanity: The #illridewithyou [I’ll ride with you] hashtag – Sydney folks offering to accompany Moslems who fear a backlash — makes you proud to be a human.

Categories: cluetrain, marketing dw