I think there could be a market for a more ethical app, a better way to solve the problem of transport on demand, and this issue might be the perfect way to get into the market.

The app would be a subscription for drivers or passengers that is inexpensive and simply connects drivers with passengers. The drivers have to figure out how much the journey will cost which keeps down the server interaction/processing required per customer. Maybe the drivers could bid of there is a relative surplus of drivers, much like some apps offer now.

The idea is to make an open market place to connect drivers and passengers, maybe even payment processors as well. The app should interfere and interact as little as possible with trips