https://web.archive.org/web/20140420053019/http://support.ub...
>What is the Safe Rides Fee?
>From the beginning, we’ve always been committed to connecting you with the safest rides on the road. Our new Safe Rides Fee is a $1 fee added to uberX fares in United States cities with uberX ridesharing. This Safe Rides Fee supports our continued efforts to ensure the safest possible platform for Uber riders and drivers, including an industry-leading background check process, regular motor vehicle checks, driver safety education, development of safety features in the app, and insurance. For complete pricing transparency, you’ll see this as a separate line item on every uberX receipt.
It seems clear enough that it is an added fee (or price increase) by any other name.
Next time - say - a Big Mac will go from 3.99 to 4.99, "for complete pricing transparency" McDonalds may add a "Hygiene and Environmental fee" to support their continued efforts to clean the premises and dispose of the plastics, etc.