Blatantly, hoping that the riders aren't paying attention. I took an Uber in NYC that tried this: while driving toward my location that was only 5 more blocks away on the same street, he turned right, then left, then left, then right (back onto the original street). He only did the first left turn after going off-course because I demanded it--I'm sure he would've taken his sweet time if I hadn't.

To balance the anecdotes: I once took a yellow cab to an NYC airport, and in the middle of the highway (didn't even pull off to a shoulder) the cab driver stopped his car because his English wasn't good enough to read the signs. He just kept asking me "left? right?" as cars blew past him at 45+ mph, honking their horns.

I wish yellow cabs had a rating system so I could've given that driver 1-star like I did the Uber driver.