# Professor Arun Sundararajan highlights how the COVID-19 pandemic has accelerated the inevitable phase in the evolution of ride hailing in which companies would rely less on aggressive discounting and prices would go up

1 Faculty News May 20, 2020 ![Quartz logo](/sites/default/files/styles/246w/public/assets/images/con_038218.gif?itok=JIQPnzXd)>

Excerpt from [Quartz](https://qz.com/1853604/are-uber-and-lyft-coupons-a-thing-of-the-past/) -- “'It’s a phase in the evolution of ride hailing that we expected to see at some point, where \[ride-hailing companies\] would rely less on aggressive discounting and prices would go up,' says [Arun Sundararajan](https://www.stern.nyu.edu/faculty/bio/arun-sundararajan), a professor at New York University’s Stern School of Business who focuses on the sharing economy. 'We would have reached a point where prices were in line with what people are willing to pay for a higher quality product—we’re just reaching that point faster.'"

[Read More](https://qz.com/1853604/are-uber-and-lyft-coupons-a-thing-of-the-past/)