Wait, does that mean that if I'm an uber driver, I could decide to just give a flat 100 USD quote, and anyone wanting to pay a premium could choose me in the app? And I could theoretically build up a loyal following based on quality of service?

Because that would make it a marketplace for contractors.

I always assumed Uber claimed some standard of service (all trips will be of equal quality, drivers and cars are replaceable) - in which case it's just a race to the bottom, with desperate people operating at a loss, or close to it?