You miss the point of Uber (and Lyft and other ride sharing servies). The point being that they know where you are and sell that for money. TFA has a picture (before their "hey turn off your add blocker" screen comes up) showing the value of location based adds in 2014, and projected in 2019. Guess which one is higher? Remember when Uber went through their data and figured out who went home with someone else after they hit the bar and published a thing on the web about it? Wouldn't it be great if they could mine that sort of info about you without you even having to be actually using their app? Yeah, Uber thinks so too.
Uber doesn't care to rip you off over your ride 'cause that's not even where the real money is.