I'm a bit unclear what you're trying to say re BHH or if that actually is a different reason. Totally fair point on Uber though, I didn't read that one closely enough, but I'll still argue that's unethical for a more relevant reason: surge pricing reinforces inequality by blocking less wealthy people from access to services while those who can afford it are unaffected. The distribution of who is able to use the service under heavy demand is massively skewed towards the class of people that most likely would be just fine without it while the ones most heavily impacted by a missed appointment or being late to work or whatever are the ones left out to dry.