Uber does a poor job with how they present their pricing. They need to reboot how they present it. You cannot just increase prices, no matter how justifiable it is, without feeling backlash from consumers, because this create a "loss" scenario for them, for which there is no "win" to contrast it.
Uber should increase their baseline pricing 400% and offer a 75% discount during non-surge/off-peak times. They should make sure the consumer is well aware of this whenever they ride. eg: "Fair cost: $80. Off-peak discount: $60. Amount due: $20" This is a win, and will be something Uber users feel good about for 95% of their trips.
During surge pricing, you remove the discount. Now this isn't a loss from a consumer's perspective - it's just "normal" pricing.