Some fans were outraged when man-of-the-people Bruce Springsteen charged more than $5,000 per seat for his upcoming concert. The high prices were the result of a dynamic pricing system, in which prices are adjusted upward in response to strong demand. This controversy illustrates seven lessons that managers should keep in mind when adjusting prices, including the need for clear communications, longtime customers’ expectation that they deserve a discount, and the fact that high prices will raise expectations about quality and service.