I recently took a few rides with Lyft in New York City, and I was surprised when the actual prices I was charged were higher than the price I was shown when booking. I finally complained after the last trip to the airport was $30 more than quoted, (I know, I should have switched earlier), and the Lyft rep’s response was, “We use dynamic pricing.” He was wrong. When used properly, dynamic pricing can be a win for the seller and the buyer; but it does not deceive the customers.