I use Uber all the time. I was first attracted to the concept because of my frustration with fixed pricing and the high price of taxi cabs. If I were marketing Uber, I would spend my energy on promoting its safety record and a "David vs. Goliath" image that finally provides an alternative to expensive town cars, shared ride vans and taxisUber is a real winner. They should embrace all transportation systems as viable and then quietly educate the consumer on the benefits of their car for hire system. It is clearly superior.
We have free will not to like a company even if it provides an effective service. Not respecting that may further rub consumers the wrong way, in effect giving us the message that we have to use them. We don't. And if a company is exposed for having tried to increase its success through illegitimate means, that's fair game in terms of factors we take into account in our decisions about where to spend our money.