That hellaciously unlawful and immoral company (at least in England) UBER does this with their "surge" pricing.

Want more cabs than we have?

2x, 4x, 7x the normal price for the ride is a win-win. Driver gets more money. Company gets more cut. More drivers come out to earn the extortionate fees. Fewer customers take a cab at that time, lowering the demand.

It's great until you figure the drivers are gaming the system by not going to work until there is a surge price in effect.

People will always take the opportunity to profit at others' expense. A moral company would attempt to curtail this.

Are Amazon moral?