In this Fast Company article, we examine the price gouging allegations levied at Uber after the company took selfless steps to triple the number of cars available to New Yorkers whose transportation options were limited in Sandy’s aftermath. Uber’s heart was in the right place, but by failing to communicate how skyrocketing demand made a rate increase absolutely necessary, it lost control of its own narrative and ceded the goodwill its well-intentioned deeds could have brought about.
 
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