Surge pricing is the biggest reason why Uber and other ride-sharing apps are so expensive in Denver. Dynamic pricing (surge pricing) happens when demand for rides goes up, and there aren’t enough drivers to meet that demand. That’s when ride-sharing apps raise their prices to try and incentivize more drivers to get on the road. This might cause prices to surge by as much as 10x or even more! Denver riders need to be aware of this when requesting a ride, as they could wind up paying a steep price for their trip.