In this Friday, May 6, 2016, photo, Rocky, one of the orangutans in the Indianapolis Zoo's International Orangutan Center, looks out from one of the center's enclosures in Indianapolis. The zoo started using dynamic pricing in 2014, using software by Digonex. It was a way to prevent overcrowding before the opening of the zoo's popular orangutan exhibit. (Photo by Michael Conroy/AP Photo)
