If that's the case, it's actually pretty smart. Do you think it could work in other fields (such as restaurants, as you mentioned)? I mean, would people be ok with paying more in a restaurant that's crowded?
Restaurants already do this, but they do it in reverse. Instead of higher prices during peak hours, they offer discounts during off-peak hours.
As someone who never thinks ahead to make reservations, there are definitely times I would pay more to eat now. Though most of the time I would really rather know that they are busy, and just go somewhere else, instead of sitting there waiting for an estimate that could be way off.