I personally think they could get away with raising prices, but then the drivers would become their customers, and profit margins for Uber as a dispatcher would be driven very thin---it's just not that hard to run a GPS-driven dispatch service. The only thing that makes an Uber an Uber is a window sticker and an app on the driver's phone. How long before there's an uber-Uber that just sends your request to all the dispatch services and the first one that shows up gets your fare?