Successful pricing strategies strike the right balance between the value attributed to a product or service by the buyer and the seller. Rideshare companies like Uber and Lyft have found this balance with their dynamic pricing models that fluctuate with demand. Each Saturday night, a safe drive home is perceived as more valuable than a ride after work on a Tuesday.
These kinds of price movements are commonplace for business-to-consumer organizations. Professional sports teams have adopted plans that adjust pricing depending on the matchup. Games against marquee teams are often far more expensive than a game against lesser opponents.