Uber surge pricing in Jacksonville, FL

I became way more interested in this Uber story Gruber linked to today when I got to the point of seeing a Jacksonville, FL screenshot shared. As a resident of the city, and in this general area, it baffles me as to why there’d ever be surge pricing in this part of town.

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Seems weird. I thought maybe UNF students trying to get to the beach bars, but it doesn’t encompass the beaches. I guess this could have been from TPC weekend? Anyone have any ideas?

Judging from the story, Uber definitely plays an odd game.