And Uber is off and racing before the start of the Melbourne Cup, with a surge charge in place on fares in the lead-up to the race that stops the nation.
Just after 10am, Uber was charging 1.4 times above the normal price on a ride share around Perth, as well as minimum fee of $7 even if you are just popping down the road to put on a bet. By 11am, the surge charge was up to 1.5 with a minimum of $7.50.
WAtoday plans to keep an eye on Uber's fluctuating fare odds throughout the day as punters try to get home after a few too many champagnes at work functions or Ascot.
Last cup day, Perth businessman Iain McDougall was left lamenting after he was hit by a 3.6 times price "surge" on a ride from Sorrento to Northbridge that turned into what would normally be a $58.20 fare into a credit card-bending $209.52.
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He had a big tip for punters that were thinking of getting an Uber: check the app fine print.
"I couldn't believe it when I saw the receipt. I know I accepted it, but a 'surge' like this is nothing more than a price gouge on a day when transport is at a premium," he said.
To be fair - fare? - to Uber, the app makes it clear of both a surge charge being in place and the size of the hike before riders book their trip.
The Uber website states that rates increase to ensure reliability when demand cannot be met by the number of drivers on the road.