Whether Uber or any other company does this doesn't change my premise. Uber is just like others further baking the problem and encouraging people to treat 100% as the status quo which means we have nothing to look forward to. I enjoy being pleasantly surprised when service is above average.

Its the same problem with the game industry has with reviews. If I were to market a game as "so and so" gave it 7/10 no one would care but if I say 9/10, 9.9/10 or better yet 10/10 than we have a marketing headline.

I wish more people would understand this.