It reminds me of the VW emissions cheating case:
"Hey, have it detect whether the test cycle is running and emit a signal if true."
'Um... why would the system need to know that?'
"Uh, because we don't want the car to freak out when the wheels are turning but it's not moving."
'Oh ... seems legit.'
"And you -- have it minimize NO2 when it gets this signal. But don't talk to him."
In the Uber case, employees might have been told, "oh we want to offer a special discount to law enforcement" ... though even that seems seedy.
But (per my original comment) I don't see how they can keep the circle small. What do they tell support employees to say when someone reports not being able to get a ride despite all the fake cars around?