Not at all. I would argue the opposite. Ignoring it leads to ugly consequences. It's why we got Trump. For a lot of people, the idea of illegal immigrants cutting in line to get to the US, feels unfair and they took the bait.

Same thing here. Is it fair for me to get charged more than the next person for the same trip? Everyone understands the feeling of unfairness (even dogs [1]). Humans don't make perfect mathematical choices, which is why the entire field of behavioral economics exists, and it's why Uber will be eventually forced to provide even pricing, whether they like it or not.

[1] - http://www.pnas.org/content/106/1/340.full