We have two very interesting readings for this week dynamic pricing and the creation of product addicts. Uber is an example of a company that adopts dynamic pricing (they are many others) Seemingly contradictory we understand from the Gordon article the value is critical to creating product addicts (there by gaining pricing leverage) and the role of free or freemiums in pricing. Discuss this apparent contradiction and whether they really are incongruent. Research examples and discuss your learning within the context of these experiences. Interestingly, Uber claims to have moved away from a dynamic pricing? Why would they decide to do so? Do you think they have?