This blog post is patently false. If Uber wanted to rip the riders off, or maximize revenues, they wouldn't have dropped UberX prices in every city to below taxi rates, and they didn't have to provide the ability to wait for surge to finish. By using the button, they are doing exactly what Uber wants, which is time-shift the demand to another point where there's enough supply to properly service the customer. It's not a trick or some secret discovery, it's exactly the point of the service!