How do you feel about dynamic pricing which is when prices go up as demand increases?

I guess this has been done with airline tickets for years but I have only heard about it for events fairly recently. I just had my first experience of it this week. I was asking a few friends about attending a classical candlelight concert. By the time I had gotten answers and was buying the tickets, the cheapest ones had gone up $10!

Personally, I think it’s a stinky way to operate. Have you ever experienced this? Your thoughts?