Why is it that your rideshare car costs more at 6 pm on a Tuesday than it does at 11 pm on a Sunday? Welcome to the brave not so new world of surge pricing or, the more technical term, dynamic pricing.

And now the latest approach is not only have some airlines increased the cost of checked bags, but JetBlue has also now included dynamic pricing, charging you more for your bags depending on when you’re flying.

But one idea that didn’t fly is when Wendy’s recently announced surge pricing — burgers would suddenly cost more at dinner.

The fast food chain quickly walked that idea back when customers revolted.

Could Uber and JetBlue be next?