Uber created three different pricing strategies for the marketplace: standard fee, airport rates, and "surge pricing. Its standard fee, comparable to a standard taxi ride, was the most widely used. The Standard Fee included price variations depending on the particular service explained in the product section, as well as geographic location; however, the rates were consistent for each service. The Uber Airport Rate was also comparable to an airport taxi fare, and added a slight increase to the price of the ride to compensate for extended delays while driving to the terminals, increased toll rates or a variety of other inconvenient airport transportation factors (Uber.com, 2015).