But I think it's more than that, here. The settlement covers almost the height of when Uber and Lyft were desperately trying to undercut everyone else in the market--taxis, public transit, taking a bike, scooter-share, anything--and keeping these out of view of the customer helps a lot in that effort by making the price look lower.
> The Uber settlement fund is for people who "drove for Uber between November 10, 2014, and May 22, 2017, and had deductions taken for New York sales tax and Black Car Fund fees." The Lyft fund is for people who drove for Lyft between October 11, 2015, and July 31, 2017, and had the same kinds of deductions.
By my mind, it's in the same vein as businesses (everyone from Comcast to that small restaurant on the corner) that list one price in big numbers but tack on surcharges at the end. Obscuring the true price should be more illegal than it is.