@matigo Uber is not one of my favorite companies, but they've done one thing exceptionally well: made it easier for me to get a ride from point A to point B in more places. Either directly, because they provide the service, or indirectly, because they've forced everyone else to up their game.
Uber could easily raise prices and be in the black. People don't use it because it's the cheapest, they use it because it's the most convenient.