If they are so invisible not to matter, then why aren't they higher already? Why would Uber lose money if they didn't feel like they have to?

I think there is always the factor of other apps and e.g google maps making prices easily available for comparison etc.

If Uber increases from $7.51 to $7.96 you might not see the difference in your head, but then if for example lyft is offering $7.80 for the same ride, whats more likely for you to choose?

I think they'd be very careful with increasing prices and wait their competitors to increase prices first so they can follow up, or else they might run themselvs out of business.

To be fair if you take an uber regularly on a regular route you know how much it is going to cost. Sure they could bump up prices when a user takes a journey they don't usually take but it is noticeable when your regular ride cost increases.

they can 'simply' (probably not that simple, of course), introduce higher fares for new users. never used uber myself, and if i did, I'd have little to compare the cost to. That 6% they need could easily be 7, 8, 9 or 10%, and I wouldn't know.

In my case, at least, living in NYC, I compare prices with what I pay for standard Yellow Cabs. Sometimes the Uber prices are not that much lower for routes that I know. In NYC, the Uber and Yellow Cab rates are almost the same. Compare that with Chicago which has far more reasonable rates. All of the inputs (car cost and operations, gas, labor of driver) is the same in NYC and Chicago, yet NYC is far, far more expensive for users. Gett and Via (the later is a carpooler) has much better rates.

For the rates Uber charges in NYC (UberX)

Base Fare: $2.55. (NYC Yellow Cab - $2.50) Per Minute: $0.35. (Yellow - $.50) Per Mile: $1.75. (Yellow - $2.50) Cancellation Fee: $5 (Yellow -- no cancellation) Service Fees: $0 Minimum Fare: $8. (Yellow - no minimum)

Chicago: (Uber X)

Base Fare: $1.70 Per Minute: $0.20 Per Mile: $0.95 Cancellation Fee: $5 Service Fees: $1.40 Minimum Fare: $4.40