As a regular though infrequent user of Uber, in the last place in North America where Uber was legalized (Vancouver CA), the lower prices were probably 10% of why people liked Uber. 90% of it was that it was simply light years ahead of the competing experience of: calling a cab, waiting for them to show, except they don't show, so you walk around downtown at 2am trying to find a cab with a light on...
Yeah, surge pricing sucks and the prices have gone up and all that, but even if Uber were more expensive than cabs -- and it very well may be at this point -- I'm still more than willing to pay extra just to be able to order a ride home from my app, and actually see that it's coming and not ghosting me.