http://www.nydailynews.com/new-york/...icle-1.2636591
Creative price gouging assumes a captive customer or that every seller is doing the same thing.
"Gett has been trying to undercut Uber's dominance on the road with an anti-surge pricing campaign. (Gett)"
Most customers have options available to buy somewhere else.
Also, your customers can learn to game your pricing stratagem and consume the same quantity at a lower profit to you -- this depends on what you sell.