Since the city is subsidizing fares, I imagine they would have some influence into the service being delivered. (You can voice your complaints to city hall)
Considering the rebellious attitude Uber has, I can imagine their city hall complaint as "this is how we will behave, else we will go out of your city like we did in Austin"
This is the reason this isn't a public transport, there is no such thing as "certain major destination" when it comes to public transport!