Uber is known for a host of controversial practices but Surge Pricing is something that has been a bone of contention for as long as the company has existed. Surge pricing and controversies associated with the practice reared its ugly head yet again when the company activated increased prices following the Terror Attack in the London Bridge and surrounding areas last night.

Member of public left fuming

Surge pricing in itself during terror attacks has often been described as a distasteful practice by consumers plenty of time in the past.

When there is a huge demand for Uber cabs, the company raises the price for fares in order to ensure that more drivers are actually available to ferry passengers to their homes. However, the practice has often come under the scanner. Last night in London, United Kingdom, plenty of people accused the company of continuing to apply the surged price for a period that was longer than necessary and that has again landed the taxi hailing start up in a spot of bother.

Following the terror attack in London, hundreds of people were stranded at areas in and around London Bridge and the surge pricing was something that left many of them trying to hail an Uber in a bad state when they discovered the new prices.

Social media scorn

Uber's move to opt for surge pricing was met with a great amount of scorn on social media, particularly due to the fact that the traditional black cab drivers in London were taking on passengers for little charge.

Uber has been in a long winded tussle with the black cabs in London in their quest to take over the taxi business in one of Europe's biggest cities. Uber came under attack regarding this policy in the past as well, when it decided to kick in surge pricing right after a terror attack and last night was no different. Exasperated Londoners took to social media to express their disgust at being asked to pay more for their ride during an emergency.

Following the furor, Uber's general manager for London, Tom Elvidge issued a statement regarding the whole thing. CNN reported that he stated, "As soon as we heard about the incident we immediately suspended dynamic pricing all around the area of the attacks -- and shortly afterward across the whole of central London -- just as we did following the attacks in Manchester and Westminster," In spite of this statement, there is no doubt that the company incurred a new set of disgruntled users last night.

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