I see your point and understand why what Uber is doing feels kind of icky.

I don't see it as fraud, because I don't think Uber's up-front pricing is them saying "this is the best deal for you, the customer", but rather an offer to the customer to buy a product at that price. They don't have any fiduciary duty to give the customer the "best rate."

This feels like the trend now of people realizing that bank tellers aren't actually fiduciaries and getting upset when they—i.e. customers—are sold financial products that might not be necessary or in their best interest. Matt Levine has a section on this[0] (skip to the section on "cross-selling") and why people are upset.

[0]: https://www.bloomberg.com/view/articles/2017-03-13/spoofing-...