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Price is definitely the dominant factor for Uber's Growth.

They achieved 2 things, the appearance of being cheaper(by putting a lower price, but making "surge pricing" look like a special thing), and eliminated price sensitivity from the customer.

In a cab you are constantly reminded how much its costing, so you suffer the price every second. In Uber/Lyft you dont even know until you left the car, so you are willing to pay more. I think this is an unfair advantage to UBER, in detriment of the consumer.

In London Uber is far cheaper than black cabs as well as having much, much better service. The better service probably guaranteed them some sort of market share there, but the price has given them a shot at permanent market dominance there too.

Same in Paris.

Everyone live talked to feels the inverse. Perhaps its appeal is regional.