Methods, including service methods, articles of manufacture, systems, articles and programmable devices are provided for randomly setting a travel fee. A usage attribute of vehicle traffic travelling upon a toll thoroughfare is observed and compared to a threshold. As a function of comparing the attribute to the threshold, a plurality of different toll rates are randomly assigned to each of a plurality of vehicles, each of the vehicles either travelling upon the toll thoroughfare or potentially entering the toll thoroughfare. An occupant of a vehicle is notified of a toll rate randomly assigned, and fees or credits associated with travel by the occupant's vehicle are charged (levied or awarded) at the randomly assigned toll rate.