Around the messaging, to pull in idea from 'autokad's post, maybe just explicitly different peak/off-peak rates being advertised (like with energy) would make a big difference in feel.

Their experiments in not even mentioning it's in surge seem like an improvement themselves—I don't want to know that I could be paying a lot less—some higher level of predictability to make it feel like a mature market/commodity could close the gap even more.