Dynamic pricing AKA changing prices based on demand or availability, is a pretty common tactic in certain industries. Airlines do it with tickets. Restaurants and bars do it with "happy hour" to get people to come in during slow times.

Graham and Ashkahn weigh in on this practice as it pertains to the float industry and, if you are going to do it, how to do it right so you get the most bang for your buck without confusing your customers.