tumblr_inline_mvr8omqwgZ1rltviiI’m becoming increasingly addicted to Postmates, the “Uber for deliveries” startup founded by my (disclosure…) good friend Bastian Lehmann.

For a few dollars delivery fee, San Francisco residents can have pretty much anything delivered to their door in about an hour. Recently, for me, that has included everything from pizza to jelly beans and contact lens solution.

Tonight though, something new appeared on the app when I tried to order dinner: A warning that 1.75x “Blitz Pricing” is in effect.

Apparently the policy has been in place since last year, but it’s the first time I’ve seen it — meaning either that I’ve been lucky before, or that Postmates is getting busier.

But that’s not the point. The point is that Bastian — easily the most German man I know, and someone who I met when we both lived in London — decided to call his version of surge pricing Blitz pricing.

Really, Basti? Blitz pricing?

If you’re running a delivery or transport app and are trying to think of a name for your high demand pricing, here are some suggestions…

Shock and awe pricing

Kamikaze pricing

Manhattan project pricing

Whites of their eyes pricing

Charge of the Light Brigade pricing